On Your Mark
Client: Mitsubishi Motors
Massive attention earned with over 200 postings on relevant social sites and 690.000 targets watched the Mitsubishi game trailers. ViralTracker showed a rating
of 4,5 out of 5 of the game trailers next to impact
and effectiveness of the viral videos.
1. Challenge
Our challenge was to increase Mitsubishi?s prompt awareness from 1 to 2% and create 500.000 video views among 24-45 year old target audience in 11 European target markets. Reason was the introduction of the new Colt and Mitsubishi
Lancer in Europe.
2. Strategy
Insights: our target audience love social networking, blogs and online games, but they did not perceive Mitsubishi as a very popular and innovative brand. In order to inspire our audience to participate in our movement, we must create compelling viral videos and a fully over the top online game.
3. Concept
The online ?On Your Mark? platform was created, which included 2 hilarious online game trailers
and a crazy Japanese game contest in which the target audience could win a new Mitsubishi Colt
or Lancer by indicating the spot they wanted their new car to be delivered. The concept was created
by LBi Lost Boys.
4. Use of media
In stage 1 we seeded the 2 game trailers to 340 relevant social hot spots like car blogs, video portals and social networks. After the viral incubation period of 21 days, we launched a paid seeding campaign at sites like Sevenload and MyVideo in order to gain maximum reach, awareness and engagement.
5. Results
The On Your Mark campaign became a hit and earned massive attention with over 200 postings
on relevant social sites. The game trailers were watched by 690.000 targets, who rated the game trailers with 4,5 out of 5 stars. Impact and effectiveness of the viral videos were measured by ViralTracker. MetrixLab brand tracking study showed a lift in prompt awareness of 9% within the exposed target audience.