MITSUBISHI
In 2004, Mitsubishi Motors suffered sharp falls in sales volume due to a loss of trust caused by a recall issue. In this climate, the brand needed to return to the basics of putting the customer first. Beyond solving the mechanical issues, they wanted to create model awareness and give people an understanding of what each car’s personality was and that Mitsubishi had something for everyone.
We created a campaign that was characterized by a distinct graphic aesthetic, incorporating Japanese pop art elements to differentiate the brand from competitors. The campaign featured full-page, four-color print ads in major publications such as USA Today, The New York Times, GQ, Time, Rolling Stone, and Sports Illustrated as well as wild postings and OOH in major cities like Los Angeles, New York City, Chicago, and Atlanta.
The campaign was a hit as the ads resonated with the target audience and quickly increased brand awareness. In the first month, Mitsubishi reported a 17.5% increase in year-over-year monthly sales and a gain of 11% in brand awareness. But the way you know it really excited people is when the wild posting and OOH ads were stolen and the print ads were being torn out of magazines and pinned to walls. To this day, the ads can be bought, sold and traded on eBay.
Yes, you can still get your very own poster or print ad. These are current eBay listings created by enthusiasts and fans of the work.
