Mitsubishi Motors
In a world of hybrids, some follow, others lead
The Challenge
Since launching in 2014, the Mitsubishi Outlander PHEV has stood out amongst competing hybrid vehicles including the Nissan Leaf, Toyota Prius, BMWi3 and Volvo V60 plug-in hybrid.
In a rapidly growing segment, the one thing that other plug-in hybrids aren’t able to say is that they are market-leading. This idea formed the basis of our 2017 Mitsubishi Motors Outlander PHEV campaign.
The Solution
A team of us travelled to Cape Town, South Africa to shoot a 60-second commercial, set in an ethereal, fantasy world. Glimpses of hybrid mythical creatures can be seen watching the Outlander PHEV in awe. They all bow down in recognition of their true leader.
The TV campaign was also supported by a broad media mix including digital, print and social media to form one of our most effective 360 automotive advertising campaigns to date.
Results
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35,000 units sold
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Made PHEV the UK’s most popular plug-in hybrid by 2018