Mitsubishi Motors North America (MMNA) today announced it will launch an all-new integrated national advertising campaign to support its lineup of fuel-efficient four-cylinder vehicles: the Lancer and Galant sedans, the Eclipse coupe, and the Outlander crossover SUV. The "Phenomenal Four" campaign marks the creative debut of MMNA’s new advertising agency of record, the Traffic agency. "We wanted to present Mitsubishi as a positive and fun to drive option that provided both fuel efficiency and performance" said John Powers, president of Traffic.
The campaign includes ad buys on national cable television, national sports programming and spot market TV, along with radio, online and dealership point-of-purchase (POP) components.
"It goes without saying that today’s consumer is looking for fuel-efficiency" said Dan Kuhnert, executive vice president of sales and marketing at MMNA. "Mitsubishi has a quartet of four-cylinder vehicles that provide fuel economy without sacrificing performance. We challenged Traffic to grab consumers’ attention with this message and I think we’re going to do that very successfully with the ’Phenomenal Four’ campaign"
Television advertising will launch August 11, followed closely by the launch of radio and web-banner advertising. Mitsubishi also will provide dealers with an assortment of promotional POP materials, including campaign-themed outdoor banners, window clings and Tier 3 ad elements.