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 |