Mitsubishi Motors uses station specific messaging to promote Outlander PHEV

The outdoor campaign will carry station specific messaging

To celebrate the launch of the Outlander PHEV four-wheel drive, plug-in hybrid SUV Mitsubishi Motors has mounted a station-specific outdoor campaign, bringing hyper local messaging to commuters travelling in and around Central London.

The activity forms part of a wider launch campaign which saw Mitsubishi return to TV advertising after a five year hiatus. Using JCDecaux’s Print IQ technology the creative by Golley Slater has been personalised to feature the station in which the poster is featured, with messaging such as ‘We’ve made it affordable for the people of Clapham to drive a 4WD SUV around London’.

The posters will appear at major London hubs including Waterloo, Victoria, Liverpool Street, Euston, Canon Street and London Bridge, as well as key commuter stations such as Epsom, Herne Hill, Greenwich, Guildford and Woking.

Kate Woodward, general manager of communications at Mitsubishi Motors in the UK, said the brand was “impressed with the flexible messaging” of the PrintIQ platform.

Manning Gottlieb OMD client account director, Steve Bedwell, commented: “As such a game changing model, we knew the Outlander PHEV needed a truly innovative OOH campaign. This intricate and cleverly targeted campaign has been a fantastic collaborative effort between Manning Gottlieb OMD, JCDecaux, Golley Slater and Mitsubishi Motors in the UK.”

The activity forms part of Mitsubishi Motors in the UK’s largest ever cross media campaign which has been planned and booked by Manning Gottlieb OMD and Talon.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.