Mitsubishi Promo, Case study REARVIEW MIRRORS by Arena Bogota

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REARVIEW MIRRORS

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Industry Cars
Media Promo & PR, Case study
Market Colombia
Agency Arena Bogota
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: MOTORYSA MITSUBISHI
Product/Service: MITSUBISHI CARS
Date of First Appearance: Mar 1 2011
Entrant Company: ARENA MEDIA COMMUNICATIONS, Bogotá, COLOMBIA
Entry URL: http://www.motorysa.com
Account Director: Fernando Cortés (Arena Media)
Innovation Director: Gina Pineda (Arena Media)
Innovation Creative: Gustavo Zuluaga (Arena Media)
Account Executive: Andrea Muñoz (Arena Media)
Media placement: Rearview Mirror Ad - Rearview Mirrors - March 10th 2011

Insights, Strategy & the Idea
The cars,
They are a passion, and attraction that takes to the envy…
They make us crave for someone else’s car …
A car can make us distract and set our eyes on it…
Make us say UFFFFF
A colombian slag for admiration.

Creative Execution
The media does not amaze any more with the vehicles ads.
So, the solution was to use the Cars as a mean to amaze
Showing a car that anyone would want.
Using the rear-view mirror of the cars, on a guerilla activity
Implying that an spectacular car is behind every car

Results and Effectiveness
More than 30 thousand impacts at the streets, on drivers and companions
Purchase intention was increased in about an 8% compared to the prior month.
First trimester of 2011 meant a 17% sales growth in comparison with 2010.