Mitsubishi Begins First UK Cinema Ad Campaign

CIRENCESTER, UK -- July 11, 2014: Mitsubishi Motors in the UK has partnered with Digital Cinema Media (DCM) to target audiences in UK cinemas for the first time, using DCM’s new geo-location ability in the biggest localised end-frame campaign to date.

Mitsubishi Motors in the UK is using cinema for the first time to reach a large, highly engaged audience to introduce consumers to the new Outlander Plug-in Hybrid Electric Vehicle (PHEV) model whilst casting a halo over the entire range. The campaign aims to deliver nationwide coverage, encouraging consumers to explore the Outlander PHEV at their local dealership just minutes away from most DCM cinema estate.

The Mitsubishi Outlander PHEV campaign features 176 different end frames, the largest amount of individual end frames in a cinema campaign to date, directing audiences to their nearest Mitsubishi dealership.

The activity forms part of Mitsubishi Motors in the UK’s largest ever cross media campaign, planned and booked by Manning Gottlieb OMD, building on the success of 2013 which saw the brand become the fastest growing mainstream car manufacturer in the UK.

Over 80 per cent of DCM’s cinema estate is located within one mile of the local Mitsubishi dealership. The ability to target locally gives Mitsubishi Motors in the UK the advantage of running a national campaign, with a local spin, allowing them to talk directly to audiences in the environment in which they are most comfortable - where they live. The new DCM tool allows for up to 300 different end frames, each featuring bespoke messaging, in a single creative execution.

Joe Evea, Commercial Director, Digital Cinema Media, said:

“We are delighted that Mitsubishi has chosen to embrace our National/Local buying route. DCM now offers brands the ability to use their national cinema creative to target cinema goers on a hyper-local basis, as such brands can now capitalise on the impact of the big screen by adding a direct and local call to action.”

Kate Woodward, General Manager of Communications at Mitsubishi Motors in the UK said:

“Cinema is an integral component of the cross media Outlander PHEV launch campaign. This channel, combined with the use of specifically produced geo-targeted end frames unique to each cinema location, will ensure we achieve nationwide coverage that delivers a national and local message.”

Steven Bedwell, Client Account Manager at Manning Gottlieb OMD added:

“As part of a major campaign launching the Outlander PHEV, cinema was a natural choice bringing the game changing model to a highly engaged audience. Proximity to dealerships is something we have used for a while, but to do so in an AV environment using DCM’s geo-targeting ability is a great way for brand to meet tactical activity. This has been a fantastic collaboration between Manning Gottlieb OMD, DCM, Golley Slater and Mitsubishi Motors in the UK.”

Mike Leeson, Managing Director at Golley Slater:

"The ultimate objectives of the advertising campaign are to create desire and then to convert that desire into test drives and subsequent purchases at Mitsubishi Motors dealerships all across the UK. The ability to localise our national cinema ad with dealer details gives viewers that extra prompt to act on what they have seen and book themselves a test drive."

The media was planned by Manning Gottlieb OMD, while the creative preceding the localised end frames was produced by Golley Slater.