Mitsubishi Motors in the U.K. acts local in its first cinema ad campaign
14 Jul 2014|3,078 views
Mitsubishi is using cinema for the first time to reach a large, highly engaged audience to introduce consumers to the new Outlander Plug-in Hybrid Electric Vehicle (PHEV) model whilst casting a halo over the entire range.
The campaign aims to deliver nationwide coverage, encouraging consumers to explore the Outlander PHEV at their local dealership just minutes away from most DCM cinema estate. Over 80 percent of DCM's cinema estate is located within 1.6km of the local Mitsubishi dealership.
The Mitsubishi Outlander PHEV campaign features 176 different end frames, the largest amount of individual end frames in a cinema campaign to date, directing audiences to their nearest Mitsubishi dealership.
The activity forms part of Mitsubishi Motors in the U.K.'s largest ever cross media campaign, planned and booked by Manning Gottlieb OMD, building on the success of 2013, which saw the brand become the fastest growing mainstream car manufacturer in the U.K.
The new DCM tool allows for up to 300 different end frames, each featuring bespoke messaging, in a single creative execution. The media was planned by Manning Gottlieb OMD, while the creative preceding the localised end frames was produced by Golley Slater.
The U.K. arm of Mitsubishi Motors has partnered with Digital Cinema Media (DCM) to target audiences in U.K. cinemas for the first time, using DCM's new geo-location ability in the biggest localised end-frame campaign to date.
Mitsubishi is using cinema for the first time to reach a large, highly engaged audience to introduce consumers to the new Outlander Plug-in Hybrid Electric Vehicle (PHEV) model whilst casting a halo over the entire range.
The campaign aims to deliver nationwide coverage, encouraging consumers to explore the Outlander PHEV at their local dealership just minutes away from most DCM cinema estate. Over 80 percent of DCM's cinema estate is located within 1.6km of the local Mitsubishi dealership.
The Mitsubishi Outlander PHEV campaign features 176 different end frames, the largest amount of individual end frames in a cinema campaign to date, directing audiences to their nearest Mitsubishi dealership.
The activity forms part of Mitsubishi Motors in the U.K.'s largest ever cross media campaign, planned and booked by Manning Gottlieb OMD, building on the success of 2013, which saw the brand become the fastest growing mainstream car manufacturer in the U.K.
The new DCM tool allows for up to 300 different end frames, each featuring bespoke messaging, in a single creative execution. The media was planned by Manning Gottlieb OMD, while the creative preceding the localised end frames was produced by Golley Slater.
Mitsubishi is using cinema for the first time to reach a large, highly engaged audience to introduce consumers to the new Outlander Plug-in Hybrid Electric Vehicle (PHEV) model whilst casting a halo over the entire range.
The campaign aims to deliver nationwide coverage, encouraging consumers to explore the Outlander PHEV at their local dealership just minutes away from most DCM cinema estate. Over 80 percent of DCM's cinema estate is located within 1.6km of the local Mitsubishi dealership.
The Mitsubishi Outlander PHEV campaign features 176 different end frames, the largest amount of individual end frames in a cinema campaign to date, directing audiences to their nearest Mitsubishi dealership.
The activity forms part of Mitsubishi Motors in the U.K.'s largest ever cross media campaign, planned and booked by Manning Gottlieb OMD, building on the success of 2013, which saw the brand become the fastest growing mainstream car manufacturer in the U.K.
The new DCM tool allows for up to 300 different end frames, each featuring bespoke messaging, in a single creative execution. The media was planned by Manning Gottlieb OMD, while the creative preceding the localised end frames was produced by Golley Slater.
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