How we helped Mitsubishi Motors Canada change perceptions and create new audiences.
Mitsubishi Motors Canada
Background
Mitsubishi Motors Canada challenges convention at every turn, whether pioneering the electrified vehicle movement with the Outlander PHEV or channelling the company’s innovation-focused mindset into every decision related to its digital marketing efforts.
Services
- Creative Concept Development
- Campaign Video Execution
- Paid Media Strategy
Challenge
Mitsubishi had a perception problem in Canada. Everyone believed the brand was the underdog—even after it had received top industry awards like the 2023 AJAC Award for Best Mid-Size Utility Vehicle in Canada for the Outlander.
Human Insight
“Market research told us Canadians were generally ambivalent about the Mitsubishi Motors brand. But all of the industry and customer reviews proved otherwise.”
Time To Change Your Mind
How did we reintroduce the Mitsubishi brand to Canadians? By facing our critics. Or, in Mitsubishi’s case, former critics. In a bold campaign, we said the quiet part out loud: Mitsubishi is better than you think. And we can prove it. Using positive automotive reviews – along with receipts – Mitsubishi challenged Canadians to rethink their assumptions about the brand.
Unbelievable results
The results were as solid as our idea. In the first quarter of the launch, YouTube audiences said they were 23% more likely to search Mitsubishi. In the second quarter, they were 42% more likely. As for digital out-of-home, Vistar reported a 46% lift in consumer consideration and a 122% lift in purchase intent.
- 42%more likely to search “Mitsubishi”
- 46%lift in consideration
- 122%lift in purchase intent