The Mitsubishi Time to Rally Campaign Draws on Automakers Storied Rally Racing Success and Heritage
August 13, 2007 -- CYPRESS, Calif. --
Mitsubishi Motors North America (MMNA), today announced it will launch an integrated national advertising campaign to support its entire vehicle line-up at dealerships nationwide on August 14. The campaign and associated sales event, billed "The Mitsubishi Time to Rally Event," centers on the automakers storied roots and successful history in rally racing, including its 12 wins at the Dakar Rally - the most of any automaker in the world.
The campaign includes ads on national cable television, national sports programming and spot market TV, along with radio, online and dealership point-of-purchase (POP) components. Mitsubishi's national advertising agency, BBDO, leads the development of broadcast and print with Organic Inc. handling online components.
Television spots will include a new rally-inspired event logo and a limited time retail call-to-action highlighting special sales incentives offered on all Mitsubishi vehicles, airing in target markets on August 14. Taggable radio commercials will also be made available to Mitsubishi dealers to order and air in their local market. These fun and impactful commercials will feature Mitsubishi's signature voice-over talent Todd Sussman as his famous "Man From Mitsubishi" character.
The MMNA Website home page, located at www.mitsubishicars.com, will be freshly designed to greet consumers with a high-energy animated opening featuring Mitsubishi's three core model vehicles, the 2007 Outlander compact SUV, 2008 Lancer compact sport sedan and 2008 Eclipse sport coupe. Images of the vehicles will slide onto the screen to the message "Time to Rally". The animation ends with an iconic shot of the entire vehicle line-up underscored by the event logo. Once consumers click this image, they are taken to a new "Special Offers" page, which highlights the incredible array of incentive offers available on each of the vehicles. Additionally, all current Mitsubishi Motors online banner ads will be updated to reinforce event messaging during the campaign.
Mitsubishi also will provide dealers with an assortment of promotional POP materials, including campaign-themed outdoor banners, window clings and car toppers. Dealers will receive a blast email template to promote the sales event directly to customers, and a co-op program has been developed to support dealers in their purchase of additional promotional items such as tents, balloons, inflatables and banners in order to create a true event atmosphere at the dealership.
"The decades of excitement Mitsubishi has created in the world of rally racing makes this the perfect theme to showcase one of the most exciting sales incentive programs we have offered customers in some time" said Dan Kuhnert, executive vice president of sales and marketing at MMNA. "We're confident our 'Time to Rally' campaign captures the excitement that is uniquely Mitsubishi."
Mitsubishi Motors and its Glorious Rally Heritage:
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