Multi-level campaign lifts Mitsubishi Savrin

Created by Batey Red Cell Taiwan, the thematic campaign pushing the 'Family happiness' brand positioning, consists of TV, print, outdoor, online banners and product placements in local television programmes. In addition, to officially mark the launch, an event was held in early November, along with a shorter version TV teaser. "The objective of this campaign is to distinguish the Savrin from other cars in the 2.0L car market, while building the brand image that it's a car for a man who is both a good family man and professionally successful," said Ann Yang, chief executive officer, Batey Red Cell. Prior to developing the commercial, the agency conducted consumer research to find out what children really think about their parents. The number two annoyance cited by kids was parents' preoccupation with their school work. Building on this insight, the 50-second TV spot featured an everyday family situation with a heartwarming message. A couple discusses their son's school report while driving the kids to school and, worrying that he may not be doing as well as he could, they suggest that he should have extra tuition. After the son has gone to school, the daughter asks her parents if they would love her any less if she did not do well at school. At the end of the day, when they pick up the children from school, the father decides that the family should just go out for a nice meal and enjoy each other's company, instead of worrying about school grades. "The commercial asks parents to see themselves through their children's eyes for once,"added Yang. The spot is running on all Taiwanese cable and terrestrial channels. Print ads in car magazines and the local media and focus predominantly on the Savrin's product features. The Mitsubishi Savrin 2.0L was first launched in Taiwan three years ago and has kept the same brand positioning. Its biggest competitor in the Taiwanese car market is the Toyota Wish. The brand is ranked third place overall in the region behind Toyota and Honda in terms of market share; however, sedan models are still the biggest sellers in Taiwan, accounting for nearly three-quarters of all car sales. The campaign will run until the end of December and depending on sales, further campaigns for the Savarin will be run throughout the new year.