The decision to invest in the campaign, created by Golley Slater, was planned and bought by Manning Gottlieb OMD and is a result of the earlier success of Mitsubishi’s return to TV spot advertising after a five year hiatus, featuring the launch of the game-changing Outlander Plug-in Hybrid Electric Vehicle (PHEV).
The Adventure Advanced campaign celebrates the Mitsubishi ASX’s engineering for active lives, bringing to life its 4WD capabilities, Action Stability Traction Control, and Intelligent Motion DNA.
The upcoming campaign will feature the ASX and its drivers, reimagining a traditional adventure activity for the urban explorer – this fusion of traditional pursuits with advanced engineering capturing the crossover capabilities of the ASX.
Adventure Advanced is a genuine ‘challenger campaign’ which maintains the standard of advertising that consumers have come to expect from a Mitsubishi advert. It’s adventurous, creative and distinctive.
Mike Leeson, Managing Director at Golley Slater in Cardiff said:
“The Mitsubishi ASX has redefined expectations for crossover vehicles, so with our new campaign we’ve had to redefine expectations for car adverts. Wave goodbye to thirty second glamour shots, slow motion and hyperbolic voiceovers and say hello to Adventure Advanced.
“Teaming up with director Keith McCarthy we bring the new sport of urban canoeing to life – slaloming around the streets of Barcelona in extreme fashion. From high-end cinema techniques to Go-Pros stuck on helmets, the excitement was captured from every conceivable angle to create a truly immersive advert.”
Steven Bedwell, Client Account Director at Manning Gottlieb OMD said:
“2014 has already been a great year for Mitsubishi Motors in the UK with the launch of the Outlander PHEV. This ASX campaign provides a fantastic opportunity to leverage the success of the Outlander PHEV to improve awareness of the rest of the Mitsubishi range and the brand more broadly. The collaborative efforts between MG OMD, Golley Slater and Mitsubishi Motors in the UK has once again produced a campaign we can all be proud of.”
Kate Woodward, General Manager of Communications at Mitsubishi Motors in the UK said:
“This has been an amazing 12 months for our brand and the launch of the ‘game changing’ Outlander PHEV has set the platform for the continued growth in the UK over the coming years. The ASX crossover is an integral part of our growth plans and as such we needed a theme that increased awareness of this model with a campaign that had impact and standout. We are delighted with the Advanced Adventure theme and believe it delivers on all fronts.”
The broadcast campaign is supported by online video and cinema with geo-targeted dealership tags to drive relevance, a technique previously employed to good effect with the launch of the Outlander PHEV. The activity will also be supported a medium weight National Press campaign.