SlideShare a Scribd company logo
www.dondenadietelleva.co
m
Case Scenario
• Mitsubishi had this problem:
      – The launching of the all new Mitsubishi Lancer, due on November 2007 has
        been postponed until May of 2008.
      – Dealers are not happy with this, since it´s a volume model.
      – Mitsubishi must do something to compensate their dealers and boost end of
        the years sales for the rest of the range.




www.dondenadietelleva.co
m
The quest
The quest
• Marketing Goals:

      – Stimulate sales in all the rest of the range, specially 4x4.

      – Motivate the official dealerships and compensate them for the Lancer units
        lost.

      – Increment Mitsubishi´s brand awareness among the target.




www.dondenadietelleva.co
m
The quest
• Comunication Goals:

      – Increment Mitsubishi´s brand notoriety and position it on top of mind for short
        term buyers.


      – Generate traffic to microsite     Generate traffic to dealership   Generate
        Test Drives


      – Generate qualified leads.




www.dondenadietelleva.co
m
The work
The work
      – The first consideration we made was if it was relevant enough for the target
        audience to communicate another test drive promotion for Mitsubishi.

                                    The answer was NO.

      – The Agency worked on a much more relevant stimulus for the target audience.
        We found a benefit that was relevant to their core target and very prone to be
        found online:


                           The world of online vacational trips.



www.dondenadietelleva.co
m
The Job
• Our strategy.
      – After analyzing the online travel world we found a niche that could be
        developed: Impossible vacation destinations.
      – Instead of promoting a Car Brand we promoted an Impossible Travel Agency,
        which was much more relevant for our target under the URL
        www.wherenobodyleadsyou.com.
             •   Watch the Aurora Borealis in Iceland.
             •   Watch a solar eclipse in Greeland.
             •   The full moon weekend party in the island of Phi Phi (Thailand)
             •   A trip in the cloud train in Tibet
             •   Excursion through Irian Jaya in Papúa, New Guinee
             •   Experiment the defrosting of the Perito Moreno glacier (Argentina).



www.dondenadietelleva.co
m
The Job.

        – The campaign claim was: “Nobody Leads you where a Mitsubishi does”. We
          made a 360º campaign(TV*, Magazines*, Internet, E-Mailing ,PLV) that
          converged in www.wherenobodyleadsyou.com.




 * En TV y Revistas solo se hacia alusión a la campaña con un pequeño logotipo



www.dondenadietelleva.co
m
Creative Strategy
logo
Microsite
         logo
www.dondenadietelleva.com
www.dondenadietelleva.co
m
www.dondenadietelleva.co
m
www.dondenadietelleva.co
m
OnLine Format
Formato online




www.dondenadietelleva.co
m
e-mail mk
www.dondenadietelleva.co
m
site Mitsubishi
www.dondenadietelleva.co
m
PLV
www.dondenadietelleva.co
m
• Results



      –    139.430 Total Investment
      –    6.754 qualified leads generated
      –    1.411 test drives.
      –    225 sales
      –    5.500.000 Euros total revenue for Mitsubishi




www.dondenadietelleva.co
m

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Efidondenadietelleva Jd Ppt

  • 2. Case Scenario • Mitsubishi had this problem: – The launching of the all new Mitsubishi Lancer, due on November 2007 has been postponed until May of 2008. – Dealers are not happy with this, since it´s a volume model. – Mitsubishi must do something to compensate their dealers and boost end of the years sales for the rest of the range. www.dondenadietelleva.co m
  • 4. The quest • Marketing Goals: – Stimulate sales in all the rest of the range, specially 4x4. – Motivate the official dealerships and compensate them for the Lancer units lost. – Increment Mitsubishi´s brand awareness among the target. www.dondenadietelleva.co m
  • 5. The quest • Comunication Goals: – Increment Mitsubishi´s brand notoriety and position it on top of mind for short term buyers. – Generate traffic to microsite Generate traffic to dealership Generate Test Drives – Generate qualified leads. www.dondenadietelleva.co m
  • 7. The work – The first consideration we made was if it was relevant enough for the target audience to communicate another test drive promotion for Mitsubishi. The answer was NO. – The Agency worked on a much more relevant stimulus for the target audience. We found a benefit that was relevant to their core target and very prone to be found online: The world of online vacational trips. www.dondenadietelleva.co m
  • 8. The Job • Our strategy. – After analyzing the online travel world we found a niche that could be developed: Impossible vacation destinations. – Instead of promoting a Car Brand we promoted an Impossible Travel Agency, which was much more relevant for our target under the URL www.wherenobodyleadsyou.com. • Watch the Aurora Borealis in Iceland. • Watch a solar eclipse in Greeland. • The full moon weekend party in the island of Phi Phi (Thailand) • A trip in the cloud train in Tibet • Excursion through Irian Jaya in Papúa, New Guinee • Experiment the defrosting of the Perito Moreno glacier (Argentina). www.dondenadietelleva.co m
  • 9. The Job. – The campaign claim was: “Nobody Leads you where a Mitsubishi does”. We made a 360º campaign(TV*, Magazines*, Internet, E-Mailing ,PLV) that converged in www.wherenobodyleadsyou.com. * En TV y Revistas solo se hacia alusión a la campaña con un pequeño logotipo www.dondenadietelleva.co m
  • 11. logo
  • 12.
  • 13. Microsite logo www.dondenadietelleva.com
  • 23. PLV
  • 25.
  • 26. • Results – 139.430 Total Investment – 6.754 qualified leads generated – 1.411 test drives. – 225 sales – 5.500.000 Euros total revenue for Mitsubishi www.dondenadietelleva.co m