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 considered Triton untested and unproven. It was time to muscle-up and show Aussies how tough a Triton really is. No easy feat, but with a USP in Mitsubishi's Super Select II 4WD technology system we put a smile on everyone's dial. It reversed an 18-month sales decline and more importantly, we'll never be underestimated again. Grrr! Nothing can frighten a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands