Effies
Australia

Case History Database

Moving from #6 to #3: How Mitsubishi is having the time of its life

Agency
Richards Rose
Client
Mitsubishi Motors Australia
Awards
Gold
Other Consumer Goods
Gold
Return on Investment
Summary
Mitsubishi moved from #6 to #3 in a little over twelve months without much more spend or product innovation, against much bigger marketers. How? This is a story of honesty, focus and injecting some genuine feeling back into the Mitsubishi brand. It started with getting out of the car business and reclaiming Mitsubishi's expertise as an affordable and reliable SUV company. ‘Built For The Time Of Your Life’ drove the new master-brand positioning and triggered new product relevance, dramatically reversing declining consideration. It proves that when a brand finds its confidence again you just need to hit the accelerator.
Case study
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Credits
Author / Head of Strategy Jody Elston Richards Rose
Author / Strategy Planner Jarrod Morton-Hoffman Richards Rose
Executive Creative Director / Founding Partner Adam Rose Richards Rose
Creative Director Chris Johnson Richards Rose
Group Account Director David Hallett Richards Rose
Account Director Vince Prochilo Richards Rose
CEO / Founding Partner Digby Richards Richards Rose
Head of TV Tanya Hairman Richards Rose
TV Producer Amber Francis Richards Rose
Designer Mac Archibald Richards Rose
Designer Mac Archibald Richards Rose
Head of Marketing Communications Darrell Jacobs Mitsubishi Motors
Marketing Communications Manager Daniela Querzoli Mitsubishi Motors
Retail Advertising Manager Amy Hooper Mitsubishi Motors
Community and Digital Content Manager Emily Bennett Mitsubishi Motors
Digital Marketing Manager Simone Dautel Mitsubishi Motors
Digital Marketing Manager Trish Ind Mitsubishi Motors
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