Mitsubishi Digital, Case study ELECTRIPHOBIA by John St

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Industry Cars, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market Canada
Agency John St
Released May 2013


Cannes Lions 2013
Cyber Lions Websites & Microsites; Automotive Products & Services Bronze

Credits & Description

Product : I-MIEV
Entrant : john st. Toronto, CANADA
Type of Entry : Websites & Microsites
Category : Automotive Products & Services
Advertiser/Client : MITSUBISHI CANADA
Product/Service : I-MIEV
Entrant Company : john st. Toronto, CANADA
Advertising Agency : john st. Toronto, CANADA
Case Film URL:
Website URL:
Name Company Position
John St. Advertising Agency
Angus Tucker John St. Executive Creative Director
Stephen Jurisic John St. Executive Creative Director
Hannah Smit John St. Art Director
Kyle Lamb John St. Art Director
Keri Zierler John St. Writer
Kurt Mills John St. Writer
Ian Brooks John St. Group Account Director
Sarak Frackowiak John St. Account Supervisor
Lorrie Zwer John St. Agency Producer
Chris Hutsul Director
Soft Citizen Production Company
Secret Location Production Company
Electric cars (EVs) are still new to Canada. So while some drivers are curious about them, many are scared. How do EVs work? Where's the tailpipe? How far can they go? These drivers suffer from "Electriphobia".
So we launched Mitsubishi's fully-electric i-MiEV with a website designed to help them: There, users conquered their fears through a series of highly-scientific therapies.
Within two months, despite having half the media spend of Nissan, the i-MiEV began outselling Canada's other electric vehicle, the Nissan Leaf. Drivers just needed to see the Mitsubishi i-MiEV is nothing to be afraid of.