Mitsubishi Motors Australia: Not being considered tough, didn’t frighten a Triton.

Automobile manufacturer Mitsubishi ran a multichannel campaign to drive sales of its Triton utility vehicle (ute) and improve its fourth-place market ranking.

Executive Summary

Being told 'you're not up to it' or 'you're not tough enough' can really deflate your tyres. But that's what drivers on worksites and off-road playgrounds thought about Triton. A legendary ute in Mitsubishi Motors' own eyes, consumers...

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