Mitsubishi Promo, Case study 2 FAST 2 SHOW by Ogilvy & Mather Guatemala

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Industry Cars
Media Promo & PR, Case study
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Miguel Mayen, Herberth Monterroso Ogilvy
Art Director Fernando Mira
Copywriter Alex Barrera
Account Supervisor Tete Del Cid
Released February 2011

Credits & Description

Category: Best Use of Screens
Date of First Appearance: Feb 9 2011
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Creative Director: Miguel Mayen (Ogilvy Guatemala)
Copywriter: Alex Barrera (Ogilvy Guatemala)
Media Director: Ana Luisa Yurrita (Ogilvy Media)
Account Supervisor: Tete Del Cid (Ogilvy Guatemala)
Account Executive: Antonieta Contreras (Ogilvy Guatemala)
Video Director: Edgar Ramirez (16mm)
Sound Design: Ender Barrientos (30 Segundos)
Animation Studio: Polo Uribio (Politronix)
Art Director: Fernando Mira (Ogilvy Guatemala)
Media placement: TV Subliminal Spots Campaign-1 Spot - Canal 7, National Football Transmissions - 1 July 2010

Insights, Strategy & the Idea
The campaign’s main objective was to position the new Mitsubishi Lancer Evolution as the fastest car in its category. The campaign’s main obstacle: the US$ 8,600 budget.

Our target: Men 21-45 years old, ABC+ SEL. Young guys with passion for speed and not-so-young guys reaching their midlife crisis.

Two of the biggest passions for men are football and fast cars. That is why we decided to advertise the 300 horse power Mitsubishi Lancer Evolution during the Guatemalan football TV transmissions.

Creative Execution
If your brand doesn't sponsor any football team or any space in the stadium, subliminal ads are the only way to have brand presence during the game’s TV transmission. But how can you show the real speed of the car without no one missing any details? USING THE SLOW MOTION REPLAYS.

We bought the free kick property for the season. With this property we had the chance to place our ad in every free kick or penalty that had a chance of having a slow motion replay.
Our subliminal ad was played live from the TV station’s mobile unit at the stadium, first at real speed synchronised with the free kick, and then replayed in slow motion using the same camera as the original play, allowing people to see the car and it’s headline: LANCER EVOLUTION, WITH 300 HP YOU WILL ONLY SEE IT IN SLOW MOTION.

Results and Effectiveness
Using the media this way, Mitsubishi turned a low advertising budget into the most effective way of showing all the power of the new Lancer Evolution. The US$ 8,600 investment had a result of a 32% increase in visits to our dealers and a 67% increase in calls for test drives.