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Mitsubishi Greg Adams

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Mitsubishi Greg Adams Mitsubishi Greg Adams Presentation Transcript

  • Greg AdamsMitsubishi Motors North AmericaVP, Marketing & Product Planning April 2010-November 2011
  • Mitsubishi US Sales - Crisis from 2002 Entered MMNA 4-10 +51%
  • New Agency Structure
  • Outlander Sport Launch Objectives and GoalsOBJECTIVES:•  Launch the Outlander Sport in a way that captures the fun and emotion of owning and driving a vehicle that delivers more•  Develop an idea that extends beyond paid media and drives earned media/PRGOALS:•  Re-engage people with the brand•  Build opinion•  Move from comparison to consideration statusCAMPAIGN STRATEGY•  Mitsubishi has always delivered more features, more fun, more value, because we believe that drivers deserve more 4
  • Campaign Ecosystem: Integration Through All Channels Online Advertising Mitsubishicars.com TV Outlandersport.com Drive.outlandersport.com Print CRM Social Media Dealership POP Public Relations 5
  • LiveDrive:World’s First Online Test Drive of a Remote Control Car •  52,000 Contacts, 5,000 Test Drives And A World Record
  • Outlander Sport Campaign Launch TimingSeptember   October   November   December   Pre-Launch Launch 9/16       outlandersport.com   11/1    Test  Drive   11/16    Print   9/21,  10/5,  10/15  &   10/25    CRM   9/16    Online   10/15    Online   11/15    Online   AdverCsing   AdverCsing   AdverCsing   10/15    TV  SPOT   11/15    TV  SPOT   7 #1   #2  
  • Digitally Driven… SAFETY COMFORT PERFORMANCE TECHNOLOGY FUEL-ECONOMY Safety features you can count on. Advanced SRS Airbags Start with a strong frame and comprehensive safety engineering. Then add advanced dual-stage front SRS airbags and side-impact and roll-sensing curtain airbags to help mitigate injury in the event of an accident. But with Active Stability 5-Star Crash Control (ASC), anti-lock brakes Safety Rating brakeforce (ABS) with electronic The National Highway Traffic Safety Admistration has given the 2008 Mitsubishi Outlander a five-star Crash distribution (EBD) and advanced Safety Rating in frontal- and side-impact tests. multi-mode 4WD, Outlanders pretty Outlanders equipped with advanced dual-stage front SRS airbags, front seat mounted airbags, front- and good at helping you avoid accidents side-curtain airbags. But with Active Stability Control too. (ASC), anti-lock brakes (ABS) with Electronic Brakeforce Distribution (EBD), advanced multi-mode Sport 4WD, Outlanders pretty good at helping you avoid accidents in the first place. 2008 MITSUBISHI OUTLANDER
  • Live Drive Earned Media  Total earned media for the live drive campaign total equaled a minimum of $1.85 million  This was value created via PR efforts in addition to monies spent Total dollar value for this period: $1,849,797.50 2x Source: Cision MAJOR ANNOUNCEMENTS Including Outlanders Port, Live Drive, etc.:10/07 - Outlander Sport Live Drive Press Release 10/08 – 10/10 -Outlander Sport Launch, Cabo 10/14 - 2011 Model Year Updates, Press Releases10/28 - First Half Fiscal 2010 Results and Full-year Forecasts Release 11/02 - October Sales Press Release 1/01 – 11/10 - Outlander Sport Live Drive EVENT 9
  • Outlander Sport Dealership POP Outdoor Banner Car Window Outdoor Poster Clings Dealership Window Clings 10
  • MMNA Growth in Measurable Web Traffic MC Mobile, MC Vehicles and MS Outlander Sport 3500 30,000   Overall 3000 25,000 MC Vehicles and MS Outlander Sport Web traffic steadily increased 2500   20,000 MC Mobile 2000 15,000   Microsite traffic soared as people 1500 10,000 registered and checked out the 1000 5,000 500 Live Drive from 10/15-11/11 0 0 10/1/10 10/8/10 10/15/10 10/22/10 10/29/10 11/5/10 11/12/10 11/19/10 11/26/10 12/3/10 12/10/10 12/17/10 12/24/10 12/31/10 MC Mobile MC Vehicles MS OS  MC Vehicles MC Vehicles 30,000   The 11/29 visits total of 25,000+ was a 25,000 minimum 2-year high for MMNA sites 20,000   Shopping Actions increased 15,000 dramatically as media wave hit from 10,000 11/15 5,000   Growing driver has been Organic 0 0 0 0 0 10 10 10 10 10 10 10 10 10 10 /1 /1 /1 /1 5/ 2/ 9/ 2/ 9/ 6/ 0/ 7/ 4/ 1/ /1 /8 /5 /3 Search /1 /2 /2 /1 /1 /2 /1 /1 /2 /3 10 10 11 12 10 10 10 11 11 11 12 12 12 12 MC-V Visits MC-V Search MC-V Shopping Actions MC Mobile 3,000  MC Mobile 2,500 2,000   The 11/28 MC Mobile visits total was an all- 1,500 time high for the mobile site, which 1,000 launched August 1, 2010 500 0 0 0 0 0 10 10 10 10 10 10 10 10 10 10 /1 /1 /1 /1 5/ 2/ 9/ 2/ 9/ 6/ 0/ 7/ 4/ 1/ /1 /8 /5 /3 /1 /2 /2 /1 /1 /2 /1 /1 /2 /3 10 10 11 12 10 10 10 11 11 11 12 12 12 12 MC-M Visits MC-M Search MC-M Shopping Actions 11
  • Additional Campaign Results December 30, 2010   Won FWA Favorite Website of the Day for Outlander Sport /Live Drive microsite 12/10   Contagious Magazine included the Outlander Sport microsite in its Most Contagious Report for 2010   Advertising Age just unveiled Book of 10, Creativity s top campaigns for the year and Mitsubishi Live Drive made the list alongside Nike, Old Spice and others.   Kelly Blue Book for the first time on any factor ever ranked 1st in Q3 for "Cool Factor / Vehicle Image" 12
  • The Followup: World RecordsOutlander Family + AWC (Feb-Apr) 1.1 Million website visits in February Highest number of visits in any month in MMNA history, and it happened in a month with only 28 days!
  • World s Most Dangerous Road Campaign Outlander & Outlander Sport (May-Sep) Television Website Digital CRMSocial
  • The Most Likable Car On The Planet s i World
  • I Website Pre-Orders Ownership & Deposits Product Benefits Overview Consumer Data Configurator Hand FAQ Raisers
  • I Like Banners
  • Yahoo/MSN Page Pushdows
  • Location Wraps for further personaization
  • "Mitsubishi i 100% Electric Experience" Tour •  Portland, Oregon •  Seattle, Washington •  Carmel, California •  Monterey, California •  San Francisco, California •  Bakersfield, California •  Los Angeles, California •  San Diego, California •  Others
  • Sample of Experiential Events
  • i Giveaways
  • i Cards
  • i Facebook Page
  • “i” Social Media Contents •  Blogger Outreach •  Promotions Launch •  Influencer Outreach •  Tour Stops •  Virtual Live Event •  Facebook Support •  Twitter Support •  Listening •  Reporting
  • Auto Show “i” Visual Updates
  • Tie-Ups: Jelly Belly-wrapped MitsubishiEVs Sweeten Chicago Candy Expo
  • Portland National Media Event Concept•  Where: Portland, Oregon•  When: September 27-29, 2011•  Number of vehicles:•  7-8 fully-equipped Mitsubishi i SE Premium models•  Media attending:•  4 waves of 14 (56) media•  Media attending will be a mix of traditional automotive, non- traditional outlets, Eco-focused outlets and business media
  • Mitsubishi i The New Normal EV TV Campaign
  • “The New Normal” Website Page
  • “i” Dealer Point-of-Purchase Materials
  • Web Traffic, Pre-Orders, Cancellations, Handraisers, etc. Monitored and Shared Weekly i Launch Report Reporting: 10/20 - 10/26 Week # 27 Current Total To Week Date 30000 Top Five Pages Position Last Week Visits 38,433 416,786 1 Home % Change from last wk -28% 2 Features and Specs 25000 3 3 Ways To Charge Unique Visitors 36,782 395,755 4 Green Tech % Change from last wk -28% 5 Technology 20000 Pay Pal Clicks 11 609 Top Five U.S. DMAs by Visit % Change from last wk -52% Position Last Week 15000 1 Los AngelesMy i Accounts - no Pre-Order -- 1414 2 New York 3 San Fran Gross Total Pre-Orders 26 614 10000 5 Chicago % Change from last wk 13% 4 Seattle Total Handraisers 60 718 Net Orders Current Total To 5000 % Change from last wk -2% by Region Week Date West Coast 7 259 Total Cancellations 9 179 0 Central States 5 87 Visitors Pay Pal Clicks % Change from last wk -25% East Coast 5 89