Effies
Australia
Not being considered tough, didn’t frighten a Triton
Agency
Richards Rose
Client
Mitsubishi Motors Australia
Awards
Bronze
Other Consumer Goods
Summary
Being told ‘you’re not up to it’ or ‘you’re not tough enough’ can really deflate your tyres. But that's what drivers on worksites and off-road playgrounds thought about Triton. A legendary ute in Mitsubishi Motors’ own eyes, consumers considered Triton untested and unproven. It was time to muscle-up and show Aussies how tough a Triton really is. No easy feat, but with a USP in Mitsubishi’s Super Select II 4WD technology system we put a smile on everyone’s dial. It reversed an 18-month sales decline and more importantly, we’ll never be underestimated again. Grrr! Nothing can frighten a Triton.
Case study
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Credits
| Paul Leone | Author / Behavioural Scientist | |
| Jody Elston | Author / Head of Strategy | |
| Adam Rose | Executive Creative Director | |
| Dom McCormack | Senior Copywriter | |
| Liam Hillier | Senior Art Director | |
| Digby Richards | Chief Executive Officer | |
| Alistair Donald | Studio Manager | |
| Apple Stuart | Digital Production Manager | |
| David Hallet | Group Account Director | |
| Amber Quin | Senior TV Producer | |
| Stephen Drawbridge, Wavemaker | Strategy Director | Wavemaker |
| Jenna Bueti, Wavemaker | Client Director | Wavemaker |
| Brooke Major, Wavemaker | Investment Associate Director | Wavemaker |
| Rizwan Kamil, Wavemaker | Digital Strategist | Wavemaker |
| Simon Keith, Wavemaker | Client Associate Director | Wavemaker |
| Celine Le, Wavemaker | Digital Performance Manager | Wavemaker |
| Phil Mumford, Wavemaker | General Manager | Wavemaker |
| Rob Nazarri, Mitsubishi Motors Australia | Director, Marketing & Operations | Mitsubishi Motors Australia |
| Oliver Mann, Mitsubishi Motors Australia | General Manager – Marketing & Product Strategy | Mitsubishi Motors Australia |
| Karen Bradley, Mitsubishi Motors Australia | Senior Manager Marketing Communications | Mitsubishi Motors Australia |
| Amy Hooper, Mitsubishi Motors Australia | Group Marketing Manager | Mitsubishi Motors Australia |
| Kate Sellar, Mitsubishi Motors Australia | Marketing Manager – Brand | Mitsubishi Motors Australia |