Mitsubishi UK starts launch campaign for new Outlander PHEV

Article by Andrew Christian, on May 27, 2014

Mitsubishi Motors in the UK has jumpstarted a cross media launch campaign for its Outlander PHEV (Plug-in Hybrid Electric Vehicle). Planned by Manning Gottlieb OMD, the campaign builds on Mitsubishi’s in 2013, when the brand was the fastest growing mainstream carmaker in the UK. The cross-media campaign was launched with the carmaker’s first TV spot since 2009.

The first spot was aired at 9:50 pm in Gogglebox on C4, and also in The Champions League Final on Saturday evening at 7:35 pm. The spot was shown on Sunday at 7:30pm during Britain’s Got Talent on ITV.

The spot featuring the Outlander PHEV centers on the concept that instead of being just another car launch, the Outlander PHEV represents a paradigm shift for motoring. The spot tells about the Outlander PHEV coming to life and driving along a futuristic timeline.

The vehicle then passes major inventions and discoveries like the wheel, electricity and environmentalism and settles for its place in the timeline. The campaign will also entail targeting London’s commuter audience.

Mitsubishi Motors in the UK will be present in significant and landmark sites across London’s road and tracksides, including the two towers East and West. The campaign will also entail train station specific commuter messaging via JCDecaux’s Print IQ system.

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.” [source: Mitsubishi]

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