Effies
Australia
How Mitsubishi has the time of its life again and again and again
Agency
Richards Rose
Client
Mitsubishi Motors Australia
Awards
Silver
Long Term Effects
Summary
‘Built For The Time Of Your Life’ has helped move Mitsubishi from dormant to the definitive #2 SUV brand. This transformative story begins in 2016 when we positioned Mitsubishi as the people’s SUV expert and injected an uplifting feeling into brand, product and importantly retail. In 2018 we raised the aspiration to attract new audiences and achieved Mitsubishi Motors Australia’s best-ever annual sales result. And in 2019, unlike the other top 5 SUV brands, we still managed to grow during the automotive recession. Proving no matter how bumpy the road, when emotion shifts up a gear, the whole business accelerates.
Case study
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Credits
| Author / Head of Strategy | Jody Elston | ||||||||
| Author / Strategic Planner | Jarrod Morton-Hoffman | ||||||||
| Executive Creative Director / Founding Partner | Adam Rose | ||||||||
| Senior Copywriter | Dom McCormack | ||||||||
| Senior Art Director | Liam Hillier | ||||||||
| Group Account Director | David Hallett | ||||||||
| Senior Account Director | Vince Prochilo | ||||||||
| CEO / Founding Partner | Digby Richards | ||||||||
| Head of TV / Content | Tanya Hairman | ||||||||
| TV Producer | Amber Francis | ||||||||
| Head of Digital | Deepali Dabral | ||||||||
| Senior Producer | Katie Morton | ||||||||
| Senior Finished Artist | Alistair Donald | ||||||||
| President / CEO | John Signoriello | Mitsubishi Motors Australia | |||||||
| Deputy Director Marketing | Derek Mcilroy | Mitsubishi Motors Australia | |||||||
| Deputy Director Marketing | Rob Nazzari | Mitsubishi Motors Australia | |||||||
| Head of Marketing Communications | Darell Jacobs | Mitsubishi Motors Australia | |||||||
| Senior Marketing Communications Manager | Karen Bradley | Mitsubishi Motors Australia | |||||||
| Marketing Communications Manager | Amy Hooper | Mitsubishi Motors Australia | |||||||
| Digital Marketing Manager | Trish Ind | Mitsubishi Motors Australia |