Campaign details

Agency: Richards Rose

Executive Summary

Mitsubishi moved from #6 to #3 in a little over twelve months without much more spend or product innovation, against much bigger marketers. How? This is a story of honesty, focus and injecting some genuine feeling back into the Mitsubishi brand. It started with getting out of the car business and reclaiming Mitsubishi’s expertise as an affordable and reliable SUV company. ‘Built For The Time Of Your Life’ drove the new master-brand positioning and triggered new product relevance, dramatically reversing declining consideration. It proves that when a brand finds its confidence again you just need to hit the accelerator.

Total Campaign Expenditure

What was the strategic communications challenge?

An ‘indifferent’ brand