Batey in tactical route for Mitsubishi Grandis push

The brief was to announce that the Mitsubishi Grandis, launched in September, is now equipped with a GPS navigation system. However, the Grandis was launched with “little sustenance until now”, according to Jury Gregorio, senior copywriter at the agency. “But the GPS gives the Grandis a slight advantage, because it’s the only MPV in its class to offer the technology as standard.”

The tactical campaign — executed in print, ambient and online — derives from the insight that parents, and mothers in particular, are susceptible to ads that appeal to their protective nature, said Gregorio. A teaser execution, ‘Lost family flyer’, is fashioned after a missing person poster and shows the photo of a ‘lost’ Singaporean family, along with a public plea to help locate them.

The poster included tear-offs directing people to a microsite, www.lostfamily.com. sg, which gave viewers more information about the Grandis and GPS system. Meanwhile, the main print ads show the same lost family — in Africa with a Masai tribe.

According to Gregorio, the campaign targets women aged 30 to 45, most of whom lead busy lives juggling work and family. “It’s true that the husband can be the key decision-maker when it comes to buying a car. But she definitely has a significant voice. It’s a family car, and when it concerns the family, the mother heavily influences crucial decisions.  Her family’s safety is paramount, and keeping them out of harm’s way and difficult situations remains her top priority,” he said.

The Grandis, a multi-purpose vehicle positioned for the ‘modern, sporty family’, commanded 18 per cent market share in Singapore last year. “There’s definitely room for growth,” said Gregorio.

“We pored over old Mitsubishi ads and felt slight apprehension at first, mostly because the previous ads played it safe. So, it was surprising and delightful when the clients showed enthusiasm for this tactical campaign.”

Batey secured the business, handled by local distributor Cycle & Carriage, in February, following a multi-agency pitch that reportedly included incumbent Proximity, Grey, Bates 141 and TBWA.

Media duties continue to be handled by MEC.