THE SEXIEST CARS ON THE ROAD
When we first started working on the Mitsubishi brand, consumers thought they only made air conditioners and big-screen TVs. We also had to position them as a valid Japanese option to the other market leaders: Honda and Toyota. Unfortunately, Mitsu couldn't compete on price (equal if not more) and quality (they didn't have the history), but they did look better. Way better. So our insight was this: Cars are an extension of your wardrobe and they should look sexy. We focused on telling human stories that were both fun and functional. And the music was killer. We spent weeks looking for just the right song and the campaign became a launch pad for multiple bands, including the Basement Jaxx, Spoon, Bikeride, Autamata, & Dirty Vegas. With consumer perception changed, the brand became the Fastest Growing Car Company in America. Now that is sexy.
YEAR 1
Headline: Be the person the chat room thinks you are.
Headline: Look cool. Even if you forgot to turn off the blinker.
YEAR 2
NEWSPAPER
AMBIENT