Mitsubishi needed to boost sales and compensate dealers after delaying the launch of its new Lancer model. It launched a marketing campaign promoting an "Impossible Travel Agency" website for exotic vacation destinations. The campaign slogan was "Nobody Leads you where a Mitsubishi does." This generated traffic to the website and dealerships, resulting in over 6,000 qualified leads and 1,400 test drives, leading to increased sales of over 5.5 million euros.