Mitsubishi Motors launches multi-media advertising campaign For 2008 all-new, rally-inspired Lancer
Mitsubishi Motors North America (MMNA) today announced a national advertising campaign to support the all-new 2008 Lancer, available for purchase this month. The new Lancer advertising initiative continues in the focused direction the company has taken with its 25th anniversary marketing, targeting driving enthusiasts who are emotionally driven, ambitious and energetic. The campaign follows the recently launched Lancer microsite www.lancerproject.com, and is comprised of print, online, direct marketing, radio and broadcast elements.
The 30-second Lancer television commercial, which debuts April 9, shows how the Lancer can transform an ordinary stretch of road like a cloverleaf into an exhilarating driving experience, all to the sound of a pulsing beat consistent with Mitsubishi's previous Outlander, Eclipse and Eclipse Spyder advertising campaigns. The online element began in early January with the media debut of the Lancer at the North American International Auto Show and the consumer reveal on www.lancerproject.com.
"Just as the 2008 Lancer remains true to its rugged rally race heritage, the current advertising campaign clearly showcases the outstanding capabilities and handling of this built-with 'Mitsubishi-logic' automobile," said Mike Nash, director of advertising, MMNA. "If you ask why you would put magnesium paddle-shifters in a compact sedan, the clear, logical answer is 'because'. Consumers will appreciate Lancer's fun-to-drive, aggressively styled performance in a competitively priced sedan."
The commercial will air on network sports properties; spot TV in 24 markets, as well as across popular cable networks such as Bravo, Discovery, FX, TBS, TNT, VH1 and ESPN. The print campaign will appear in the May issues of Road &Track, Car and Driver, AutoWeek, Motor Trend and Automobile magazines, and complements the broadcast spots with the "All-New, Rally-Inspired Mitsubishi Lancer" tagline.
In addition to the print and broadcast campaign elements, there also will be a direct marketing campaign designed to drive consumers to visit the www.lancerproject.com microsite to view numerous key features. Radio advertisements will begin in strategic markets in May.
The advertising was created and supported by team of Omnicom agencies, including BBDO West, Los Angeles and San Francisco (offline); Organic (online); PHD (media) and Javelin (Direct Marketing/CRM).
About Mitsubishi Motors North America
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing and research and development operations of the Mitsubishi Motors Corporation in the United States. Mitsubishi Motors sells coupes, convertibles, sedans, a mid-size pickup truck and sport utility vehicles through a network of approximately 520 dealers.
