Effies
Australia

Case History Database

How small SUVs drove Mitsubishi to #1

Agency
Richards Rose
Client
Mitsubishi Motors Australia
Awards
Bronze
Return on Investment
Summary
In 2018, Mitsubishi Motors Australia achieved their highest annual sales result ever. In a little over 12 months Mitsubishi moved from #3 to #1 in SUVs – largely by focusing on small SUVs. Our task was to locally launch the all- new Eclipse Cross, an ambitious one, as we were entering the same category as the Mitsubishi ASX – already Australia’s #1 selling small SUV. Rather than stealing ASX’s customers, our ‘Here Now, For Wherever Next’ campaigns attracted a new, style conscious and tech-savvy audience – previously out of reach for Mitsubishi. This is a story of ‘small’ adding up to something very big.
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
Head of TV/Content Tanya Hairman
TV Producer Amber Francis
Head of Digital Deepali Dabral
Digital Producer Jennifer Chan
Senior Producer Katie Morton
Senior Finished Artist Alistair Donald
Senior Integrated Designer Mac Archibald
President and CEO John Signoriello Mitsubishi Motors Australia
Deputy Director Marketing and Operations Derek Mcilroy Mitsubishi Motors Australia
Head of Marketing Communications Darrell Jacobs Mitsubishi Motors Australia
Marketing Communications Manager Amy Hooper Mitsubishi Motors Australia
Digital Marketing Manager Trish Ind Mitsubishi Motors Australia
Marketing Insights Manager Catherine Tiani Mitsubishi Motors Australia
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