Mitsubishi i-MiEV: Electriphobia

Mitsubishi, the automaker, launched its i-MiEV electric car in Canada with this low-budget campaign. The main aim was to generate earned media impressions for the model, reaching educated, urban, 'green', adults.

Mitsubishi i-MiEV: Electriphobia

john street

Section I — Basic information

Business Results Period (Consecutive Months): April 13th, 2012 - July 2nd, 2012

Start of Advertising/Communication Effort: April 13th, 2012

Base Period as a Benchmark: November 2011 - March 2012

Section II — Situation analysis

a) Overall Assessment

The electric vehicle or EV market (and the bigger "eco" vehicle market that includes hybrids like the Toyota Prius and the Honda Insight) is a crowded category that's been getting a lot of attention in recent years as environmental concerns and the price of gas have risen sharply.

Even though Mitsubishi...

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