INSIGHTS
Mitsubishi Motor's advertising is targeted at the young, couples and young families from low to middle-income background.
The '17 Outlander "Everything" campaign has been Mitsubishi Motor's most recent successful TV ad campaign, gathering more impressions than its competitors.
In 2016, Mitsubishi ran a successful "Kids Talk Safety" social media campaign, in which kids described the complex features of 2017 Outlander, and won the 2017 Driving Engagement Award for this campaign.
With a young target market, Mitsubishi Motor's advertising is designed to attract the "young at heart", including couples and young families. The 2001 "Wake Up and Drive" campaign was its first truly successful U.S. TV ad which established Mitsubihi's brand image with '17 Outlander "Everything" campaign being its most recent successful TV ad campaign that gathered more impressions than other ads by competitors. In 2016, Mitsubishi ran a successful "Kids Talk Safety" social media campaign, in which kids described the complex features of 2017 Outlander, and won the 2017 Driving Engagement Award for this campaign. Details of the findings are given below:
MITSUBISHI MOTOR'S ADVERTISING BACKGROUND
In the 1990s, Mitsubishi Motor's realized that it needed to set itself apart from its competitors. To do so, it decided to use advertising to create its brand image in the minds of its American consumers. Mitsubishi decided upon creating hard-to-forget, short but entertaining TV ads as its advertising strategy.
Mitsubishi Motor's advertising is targeted at the young, couples and young families from low to middle-income background.
The '17 Outlander "Everything" campaign has been Mitsubishi Motor's most recent successful TV ad campaign, gathering more impressions than its competitors.
In 2016, Mitsubishi ran a successful "Kids Talk Safety" social media campaign, in which kids described the complex features of 2017 Outlander, and won the 2017 Driving Engagement Award for this campaign.
With a young target market, Mitsubishi Motor's advertising is designed to attract the "young at heart", including couples and young families. The 2001 "Wake Up and Drive" campaign was its first truly successful U.S. TV ad which established Mitsubihi's brand image with '17 Outlander "Everything" campaign being its most recent successful TV ad campaign that gathered more impressions than other ads by competitors. In 2016, Mitsubishi ran a successful "Kids Talk Safety" social media campaign, in which kids described the complex features of 2017 Outlander, and won the 2017 Driving Engagement Award for this campaign. Details of the findings are given below:
MITSUBISHI MOTOR'S ADVERTISING BACKGROUND
In the 1990s, Mitsubishi Motor's realized that it needed to set itself apart from its competitors. To do so, it decided to use advertising to create its brand image in the minds of its American consumers. Mitsubishi decided upon creating hard-to-forget, short but entertaining TV ads as its advertising strategy.
TARGET DEMOGRAPHIC/MARKET
Mitsubishi Motor's target audience is young. However, Mitsubishi defines young as "young at heart" and not confined to any age limit. Depending on the model, their cars are generally targeted at youngster above the age of 18, couples or young families looking for a safe vehicle and belonging to low to middle-class income background.
PAST ADVERTISING THEMES AND THEIR EFFECTIVENESS
In the 1990s, Deutsch Inc.was hired by Mitsubishi to establish its image in the minds of American consumers. Deutsch Inc. came up with the concept of using young people listening and lip-syncing to music while driving or riding in their Mitsubishi cars. For the 2001 "Wake up and Drive" campaign, they used a relatively unknown song "Start the Commotion" by the Wiseguys for two Mitsubishi Eclipse commercials to create a brand image for Mitsubishi. Mitsubishi's brand awareness rose by 36% from 1998 to 2001 while its sales hit a record 322,393 units in 2001. However, it should be noted that these figures are not solely attributed to the success of these ads. Advertising spending of Mitsubishi and its competitors in the U.S. in 2001 and 2000 are given below:
Mitsubishi (2001) 226,687,700 compared to (2000) 250,976,700
KIA (2001) 204,529,000 compared to (2000) 90,446,300
Nissan (2001) 536,383,500 compared to (2000) 611,617,100
Mazda (2001) 177,628,900 compared to (2000) 135,881,200
Suzuki (2001) 38,636,300 compared to (2000) 23,599,700
PAST ADVERTISING THEMES AND THEIR EFFECTIVENESS
In the 1990s, Deutsch Inc.
Mitsubishi (2001) 226,687,700 compared to (2000) 250,976,700
KIA (2001) 204,529,000 compared to (2000) 90,446,300
Nissan (2001) 536,383,500 compared to (2000) 611,617,100
Mazda (2001) 177,628,900 compared to (2000) 135,881,200
Suzuki (2001) 38,636,300 compared to (2000) 23,599,700
Extra: In 2001, Mitsubishi spent $1,795,365 on internet advertisement compared to $2,197,510 in 2000, and $1,543,810 spent by Mazda, and $8,876,799 spent by Nissan in 2001.
Since then, Mitsubishi has featured many songs in its TVadvertisements including their "Are you in?" campaign to attract Generation Y and to create future demand for its cars.
Following some hard times, Mitsubishi came up with the idea of a funny and engaging "100 Spokespeople" campaign where 100 improvements in Mitsubishi's 2016 Outlander would be discussed by those qualified to discuss the improvement. After this campaign was run, Mitsubishi sold 70,765, 5.4% more than the previous year during the first eight months of 2017. The Outlander ad also resulted in boosting sales by 32.6% to 23,260 with an expenditure of $86.9 million on measured media that included TV, print, radio and outdoorads expenditure in 2016.
In November 2017, Mitsubishi '17 Outlander "Everything" campaign became the most watched auto ad. The ad featured safety as a main feature and promised that the 2017 Outlander came equipped with everything a family needs. The ad managed to gather the highest number of impressions-352,282,037-across national broadcast and cable TV airings with an estimated TV spending of $4,830,858. Comparison of competitor campaigns over the same period is given below:
Since then, Mitsubishi has featured many songs in its TV
Following some hard times, Mitsubishi came up with the idea of a funny and engaging "100 Spokespeople" campaign where 100 improvements in Mitsubishi's 2016 Outlander would be discussed by those qualified to discuss the improvement. After this campaign was run, Mitsubishi sold 70,765, 5.4% more than the previous year during the first eight months of 2017. The Outlander ad also resulted in boosting sales by 32.6% to 23,260 with an expenditure of $86.9 million on measured media that included TV, print, radio and outdoor
In November 2017, Mitsubishi '17 Outlander "Everything" campaign became the most watched auto ad. The ad featured safety as a main feature and promised that the 2017 Outlander came equipped with everything a family needs. The ad managed to gather the highest number of impressions-352,282,037-across national broadcast and cable TV airings with an estimated TV spending of $4,830,858. Comparison of competitor campaigns over the same period is given below:
> Nissan: Star Wars: The Last Jedi
272,308,640 Impressions, $3,734,544 Estimated TV Spending
> Ford: Year End Sales Event: First Impression: Escape and Edge
263,304,713 Impressions, $4,513,517 Estimated TV Spending
> Ford: Year End Sales Event: Perfect Fit
246,718,639 Impressions, $3,592,246 Estimated TV Spending
> KIA: Light Up the Holidays Sales Event: 2018 Sorento
237,775,117 Impressions, $5,365,320 Estimated TV Spending
272,308,640 Impressions, $3,734,544 Estimated TV Spending
> Ford: Year End Sales Event: First Impression: Escape and Edge
263,304,713 Impressions, $4,513,517 Estimated TV Spending
> Ford: Year End Sales Event: Perfect Fit
246,718,639 Impressions, $3,592,246 Estimated TV Spending
> KIA: Light Up the Holidays Sales Event: 2018 Sorento
237,775,117 Impressions, $5,365,320 Estimated TV Spending
SOCIAL MEDIA CAMPAIGNS
Like most brands nowadays, Mitsubishi has used social media campaigns to attract customers and create buzz-worthy news. While its "Temp Drive" campaign of 2012 was not very successful, its recent endeavors in social media campaigns have been more fruitful. It's 2017 "Kids Talk Safety" campaign won the 2017 Driving Engagement Award. This engaging campaign stood out from the rest as it was innovative. The campaign used a series of videos in which kids imaginatively described complex features of2017 Mitsubishi Outlander . It was estimated that the campaign reached over half a million people and has an engagement rate three times higher than Mitsubishi's former campaigns.
Like most brands nowadays, Mitsubishi has used social media campaigns to attract customers and create buzz-worthy news. While its "Temp Drive" campaign of 2012 was not very successful, its recent endeavors in social media campaigns have been more fruitful. It's 2017 "Kids Talk Safety" campaign won the 2017 Driving Engagement Award. This engaging campaign stood out from the rest as it was innovative. The campaign used a series of videos in which kids imaginatively described complex features of
CONCLUSION
Mitsubishi Motor's advertising is designed to attract the young, couples and young families from low to middle-income backgrounds.Its social media and advertising campaigns are focused on attracting this target market using innovative advertising campaigns without spending as much as its bigger competitors like General Motors. The 2001 "Wake Up and Drive" campaign was its first truly successful TV ad in the US and "Kids Talk Safety" was Mitsubishi's recent successful social media campaign, in which kids described the complex features of 2017 Outlander.
Mitsubishi Motor's advertising is designed to attract the young, couples and young families from low to middle-income backgrounds.