Mitsubishi unveils Thai reality show

BANGKOK Marking a departure from traditional advertising, Mitsubishi Motors has unveiled plans to launch a 25 million baht (US$653,000) high-visibility reality show, featuring its Lancer Evolution marque in the lead role.

"The current Lancer model is approaching its final year and we want a strong communication plan to strengthen the brand and maintain our share of market before the new model is launched in 2007," said Vorravith Boonvongsobhon, general manager, advertising, Mitsubishi Motors Thailand.

At present, the market size for passenger cars in Thailand numbers approximately 190,000 units, with Mitsubishi accounting for five per cent of the segment.

Loosely based on the Amazing Race format, the EVO Challenge show has been developed in conjunction with MEC Thailand and incorporates a campaign to build awareness of the show.

"Due to fierce competition (in the passenger car segment), Mitsubishi Motors was looking for an effective communication package to enhance brand value and excitement," said Petch Phaewphraikul, managing director, MEC. "The typical television slot is no longer the most effective vehicle - the branded content TV programme, running for around one hour, allows the brand to communicate much more."

Mitsubishi Motors will invite contestants aged 20 to 35 to participate in the challenge. The race will search for the 'perfect driver', who must be fit both mentally and physically, as well as have the skills to drive the automobile.
"This show is not about finding a race car driver, but a smart and responsible driver," added Petch.

The show will air on ITV from September 5 to November 28. A 15-seond TVC, print, online and radio ads and various public relations events will roll out through July and August to recruit participants, under the umbrella tagline 'Sports spirit - excite your senses'.