Mitsubishi's New Ad Campaign

AD CAMPAIGN FOR 2007 MITSUBISHI
OUTLANDER “OUTS” EVERYTHING

by Marty Bernstein
Marketing & Advertising Editor

When I first read the release about the new Outlander’s ability to ‘out everything’ my first reaction was “eh, oh” that could have a negative reaction in some communities. But upon looking at the print ad and then the commercial, this is not a ‘coming out of the closet” play on words. It’s a play on the word Outlander – and it is a clever use of language.

The Out Everything campaign kicks off with a 30-second television commercial taking the viewer from starting the car through its many performance and technologically advanced new features and finally onto the road. Consumers will see how the Outlander can OutStart, OutRev, OutMusic, OutManuever, OutHandle, OutPace, OutRun, and ultimately OutEverything everything, all to the sound of a thumping music track that keeps the pace moving.

The commercial will air on national cable and spot TV in volume markets, running on popular cable networks such as A&E, Comedy Central, MSNBC, VH1, History, E!, Spike, Animal Planet, BRAVO and the Weather Channel.

The print campaign will appear in the November issues of Road&Track, Car & Driver, Autoweek, Motor Trend and Automobile magazines, and complements

The broadcast ads with the OutEverything Everything tagline. "In Mitsubishi advertising, the car and its unique features take Center stage," said Mike Nash, director of advertising, MMNA. And why not? The Outlander is in a class by itself. It's yet one more example of how Mitsubishi products deliver what our largest audience wants, a stimulating driving experience and can be seen at over 500 dealers nationwide."

In addition to the print and broadcast campaign elements, there’s the now mandatory Internet microsite that is one of the best auto sites I’ve seen recently. Really liked the page showing the 100 different key features of the vehicle.

Rewards points can be earned online by logging into the site and participating in quizzes, watching videos or reading customer testimonials and are redeemable for prizes or sweepstakes entries.

The Outlander Sweepstakes competition allows consumers to submit entries to win one of three prize packages: OutThrillSeeker, OutUrbanExplorer or OutPostModernFamily. Each package includes an all-new 2007 Mitsubishi Outlander XLS and thousands of dollars worth of additional prizes and goods. Just click to http://www.outeverything.com for more details, including rules and regulations.

Mitsubishi’s national advertising agency, BBDO, developed the new campaign with online elements created by Organic, Inc.