LIVE DRIVE by 180 LA for Mitsubishi

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LIVE DRIVE

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR
Market United States
Agency 180 LA
Director Anders Hallberg
Art Director Matthew Woodhams-Roberts
Producer Richard Hutchins
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MITSUBISHI MOTORS
Product/Service: AUTOMOBILE
Agency: 180LA
Date of First Appearance: Nov 1 2010
Entrant Company: 180LA, Santa Monica, USA
Entry URL: http://theawardsubmission.com/livedrive/
Executive Creative Producer: William Gelner (180LA)
Creative Producer: Gavin Milner (180LA)
Creative Producer: Grant Holland (180LA)
Art Director: Matthew Woodhams-Roberts (180LA)
Copy Writer: Dave Horton (180LA)
Executive Producer/Managing Partner: Peter Cline (180LA)
Senior Integrated Producer: Maggie O'Brien (180LA)
TV Post Producer: David Emery (180LA)
Director: Anders Hallberg (B-Reel Films)
Director Of Photography: Eric Treml (B-Reel Films)
Executive Producer: Nicole Muniz (B-Reel Films)
Producer: Richard Hutchins (B-Reel Films)
Account Director: Sandy Song (180LA)
Group Account Director: Amy Call (180LA)
Media placement: :15 TVC - FX, Tbs, Usa, Animal Planet, Spike TV, Discovery, A&E, VH1, Fox News, MSNBC, ESP - 15 October 10
Media placement: :30 TVC - FX, Tbs, Usa, Animal Planet, Spike TV, Discovery, A&E, VH1, Fox News, MSNBC, ESP - 15 October 10
Media placement: :15 TVCs - 2 Spots - Today, Good Morning America, KTLA5 CW, The Simpsons, That 70's Show, Inside Edit - 15 November 10
Media placement: :15 TVCs - 2 Spots - Hell's Kitchen, NCIS, Fringe, Fox News, CBS News, NBC News, Seinfeld, Entourage, - 15 November 10
Media placement: :30 TVC - Today, Good Morning America, KTLA5 CW, The Simpsons, That 70's Show, Inside Edit - 15 November 10
Media placement: :30 TVC - Hell's Kitchen, NCIS, Fringe, Fox News, CBS News, NBC News, Seinfeld, Entourage, - 15 November 10
Media placement: Microsite - Outlandersport.com/livedrive - 01 November 10

Describe the objective of the promotion.
No one was visiting Mitsubishi dealerships. They had fallen off the consideration lists of all but 4% of Americans. Yet when the new Outlander Sport was shown to focus groups, media, and at live events, everyone really liked it. So the objective was simple: find a way to get people to experience the car. Get them to spend time with it. And since we knew that wasn’t going to be in a dealership, and budgets were too constricting for national events, the web was the most natural place to create this experience.

Describe how the promotion developed from concept to implementation.
The concept was simple: the world’s first online test drive. The implementation couldn’t have been more difficult. We partnered with a team of experts in robotics, software development, automotive and web design. All of them worked to develop a system that would allow anyone with an internet connection to log on and drive the car with almost no lag time from anywhere in the United States. They also implemented a sophisticated tracking system that would automatically stop the car should anyone try to crash it. Something that proved quite handy for the late night crowd.

Explain why the method of promotion was most relevant to the product or service.
There is nothing more fundamental to selling a car than a test drive, though any car dealer will tell you that getting people into the dealership is more than a little difficult. So we left that part out. The Mitsubishi Live Drive allowed people to take a test drive from the comforts of their living room. And while they may not have been able to touch the knobs or kick the tires, for the first time in a long time Mitsubishi had people lining up to take their car for a spin.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For the 10 day event, over 50,000 people signed up to take a test drive.
25% of those who took the online test-drive chose to look for a dealer so they could take a test-drive in person.
E-Leads shot up by over 2,000%.
We set a Guinness World Record.
For the first time in a long time, Mitsubishi was in the news and they couldn’t have been happier.
Dodge even produced a national television commercial about it.