The campaign, planned and bought by Manning Gottlieb OMD, builds on the success of 2013 which saw the brand become the fastest growing mainstream car manufacturer in the UK.
The campaign, preceded by the announcement of Mitsubishi Motors in the UK’s sponsorship of Documentaries on 4 last month, kicks off with the advertiser’s return to TV spot advertising after a 5-year hiatus. The first spot since 2009 will air at 21:50 this evening in Gogglebox on C4, and also in the weekend’s European footballing showpiece – The Champions League Final – on Saturday evening at 19:35, the last break before kick off on ITV. The advert will also show on Sunday at 19:30 during Britain’s Got Talent on ITV.
With creative by Golley Slater, the advert featuring the Outlander PHEV – which was awarded the ‘Environment Award’ at The Fleet World Honours’ this week – is based around the idea that rather than just being another car launch, the Outlander PHEV represents a paradigm shift for motoring and an important moment in history. It features the vehicle coming to life and driving along a futuristic timeline. It passes major inventions and discoveries in history such as the wheel, electricity and environmentalism before taking its rightful place at the head of the timeline.
Furthermore in a Mitsubishi Motors in the UK first, the London commuter audience will be targeted with OOH planned and bought by Talon taking over premium and landmark sites across the city’s road and tracksides, including the iconic two towers East and West, and the use of train station specific commuter messaging via JCDecaux’s Print IQ system.
Kate Woodward, General Manager of Communications at Mitsubishi Motors in the UK said:
“These are exciting times for Mitsubishi Motors in the UK. Last year saw unprecedented growth for the brand and in 2014 the introduction of ground-breaking new product will ensure we build on this success. The multi-media campaign for the launch of the new Outlander PHEV has been a very exciting project to manage and we can’t wait to see it go live.”
Steven Bedwell, Client Account Director at Manning Gottlieb OMD said:
“We’re naturally very excited to be involved in such a large-scale multi-media campaign for Mitsubishi Motors in the UK on what is a game-changing product for the UK automotive market. The collaborative efforts between MGOMD, Golley Slater and Mitsubishi Cars to re-launch the brand have has been something for all involved to be proud of.”
Mike Leeson, Managing Director at Golley Slater in Cardiff added:
“We’re proud of our longstanding relationship with Mitsubishi and this is perhaps the most important work we’ve done for them – the Outlander PHEV is a genuine game-changer in the market and this ad is similarly a major creative and technical achievement for our team.”
The broadcast and OOH campaign is supported by press, online and social activity across the year.