Mitsubishi is readying a £13.4m campaign for its Outlander Plug-in Hybrid Electric Vehicle (PHEV) which will kick off with the brand’s first TV ad in five years.
Creative was handled by Golley Slater, and suggests the vehicle is among one of the great creations of this generation. It features the vehicle coming to life, driving along a futuristic timeline and passing major inventions and discoveries in history such as the wheel, electricity and environmentalism.
It is set to air tonight (23 May) during Gogglebox on Channel 4 and again during The Champions League Final on Saturday evening and Britain's Got Talent on Sunday.
“These are exciting times for Mitsubishi Motors in the UK. Last year saw unprecedented growth for the brand and in 2014 the introduction of ground breaking new product will ensure we build on this success,” said Kate Woodward, general manager of communications at Mitsubishi Motors.
“The multi media campaign for the launch of the new Outlander PHEV has been a very exciting project to manage and we can’t wait to see it go live,” she added.
Aiming to target the London commuter audience an out-of-home (OOH) takeover of premium sites across the city’s road and tracksides, including the iconic two towers East and West, has been planned as well as the use of train station specific commuter messaging via JCDecaux’s Print IQ system.
The broadcast and OOH campaign is being supported by press, online and social activity across the year.
OOH was planned and bought by Talon while Manning Gottlieb handled the media buying.