The campaign, developed by incumbent Batey, repositions the Lancer as a sporty, compact vehicle for passionate drivers. With a new brand platform, ‘Engage your passion’, the strategy builds upon the Lancer’s sporty rally-racing heritage and was implemented globally this year.
During a month-long teaser campaign, two Lancers, disguised by black canvas, roamed the streets of Singapore. A URL pasted on the door pointed consumers to www.mysterycar.com.sg.
The microsite, supposedly started by a group of car enthusiasts trying to uncover the car’s identity, invited consumers to enter a competition for a cash prize.
Print advertorials, web and radio ads were written as news reports, updating consumers on ‘mystery car sightings’. The ads also hinted that the car’s identity would be revealed at a specific time and venue.
Following the teaser campaign, a three-day media blitz took place to educate consumers about the new Lancer. Almost 500 cars were sold during the event, also organised by Batey.
“The use of the mystery car engaged the passion for cars of our target audience, and elevated awareness and interaction with the brand,” explained Mitsubishi brand communications director, Laurenz Koehler.
A TV campaign and print ads will run until the end of the year. MEC handled media planning and buying.
