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Mitsubishi Canada is encouraging Canadians to “stand out,” through a new multimedia campaign that promotes its newly redesigned 2010 Outlander.
The campaign from BBDO Toronto and Proximity Canada includes TV, print, direct mail, cinema, online advertising as well as a Facebook fan page.
The 30-second television spot, “Invisible,” shows a city neighbourhood during a typical day. People can be seen skateboarding, sitting in a coffee shop or walking along the street with a stroller. The catch: only some of their clothing, shoes and accessories are visible. However, one invisible couple becomes instantly visible once they enter their Outlander.
“The 2010 Outlander stylings are different which led to our creative idea: a world where people and cars are almost invisible because there’s nothing interesting enough worth seeing,” said Ian MacKellar, executive vice-president, executive creative director, BBDO Toronto, in a release.
“The 2010 Mitsubishi Outlander, in contrast, is striking on the road with its newly redesigned features. It and anyone who drives it stands out among the rest,” he said.
Supers reference three key features: all‑wheel control, hill start assist and available HDD navigation. The spot ends with the Mitsubishi “Stand Out” tag line and Facebook URL.
Mitsubishi opted for a Facebook page instead of a traditional micro-site to encourage consumers to “engage with our brand by sharing their thoughts and opinions while building word of mouth and a community around it,” said Peter Renz, director, national marketing for Mitsubishi Canada.
Facebook fans can take a 360-degree look at the new model, change its colour, and choose to “like” various features.
In addition, they can send branded car accessories like fuzzy dice, CDs, a speedometer and aviator sunglasses to their friends. The TV spot can also be viewed on Facebook. OMD handled the media buy.
The spot will also run in the U.S., making this the second consecutive year a Canadian produced Mitsubishi Outlander ad has been picked up south of the border.
Last year, two commercials using computer-generated robots ran in the American market.
