Mitsubishi Promo, Case study THE POWER OF PLAY by Manning Gottlieb OMD London

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THE POWER OF PLAY

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Industry Cars
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released April 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: COLT CAR COMPANY
Product/Service: MITSUBISHI ASX
Date of First Appearance: Apr 19 2010
Entrant Company: MANNING GOTTLIEB OMD, London, UNITED KINGDOM
Account Director: Katrina Bozicevich (Manning Gottlieb OMD)
Senior Communications Planner: Harry Lingard (Manning Gottlieb OMD)
Media placement: Advergame - Promoted Through Viral Seeding, Blogger Outreach And Online Display - 19th April 2010

Insights, Strategy & the Idea
MITSUBISHI were set to launch their new car, the ASX. The task was predictable: we needed to drive awareness, highlight product features and deliver sales targets.

The category was dominated by one model – and our competitor was making a lot of noise about it. We had just 1% of the competitor’s budget to cut through and differentiate the ASX, and we were missing the most crucial consumer touch point, the key to sales... the car itself. And no-one buys a car without driving it first. FACT.

With no product available in the UK, and a small branding budget, how could we ask consumers to wait for the ASX?

We turned the problem into the solution; our strategy was to “simulate the drive to stimulate the purchase”. We built the car online, wrapping it up in a game mechanic to keep our audience engaged and rewarded... for months.

Creative Execution
We helped players to learn about product features through setting mini-missions which brought the car USPs to life. For example, we had a shopping mission to display the incredible boot space and a parking test to illustrate the superior manoeuvrability. We released new missions over the campaign period to keep players coming back for more.

By passing these missions, players won points. At certain thresholds prizes unlocked, like metallic paint and free servicing to redeem against the car. The prizes acted as rewards for the players – our way of thanking them for waiting.

To encourage sharing, we linked the game to Facebook. Players received extra points for getting friends involved, and we created a “You and Your Friends” leader board so that they could view their progress against their friends.

The overall top scorers even had a chance to win a brand new ASX, a prize which proved incredibly motivating.

Results and Effectiveness
We delighted 64,000 players – each session averaged 11 minutes, longer than the average test drive and over double the industry average. Our seeding campaign and blogger outreach delivered an unprecedented 38% CTR compared to an average 0.05%, and influential gaming celebrities spontaneously endorsed us. Consumers are asking us to bring the game back again this year.

We delivered against the most important metric, smashing sales targets by 50% and achieving 10% of our competitor’s market share with just 1% of their budget.

‘The game was a stroke of genius’, Haydn Davies, General Marketing Manager, MITSUBISHI.