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Mitsubishi Lake To Peak 

Challenge

Mitsubishi wanted to increase overall brand perception and consideration – highlighting three hero SUVs through their shared DNA, while also clearly differentiating their unique characters (small and city-friendly, refined and fuel efficient, and rugged off-roader).

 

Challenge

Mitsubishi wanted to increase overall brand perception and consideration – highlighting three hero SUVs through their shared DNA, while also clearly differentiating their unique characters (small and city-friendly, refined and fuel efficient, and rugged off-roader).

 

Idea

To meet Mitsubishi’s desire to tell this story in one over-arching narrative, we created a relay race between the three SUVs and a pair of extreme triathletes – from lake to peak.

As our triathletes swam across Ullswater, we showcased the surprising off-road capability of the city-friendly Eclipse Cross. As they rode their bikes up a lung-sapping mountain pass, we outlined the benefits of the fuel-efficient Outlander PHEV plug-in hybrid.  Finally, as the triathletes went fell-running to Kirkstone Peak, the Shogun Sport headed onto off-road trails to demonstrate its tough, rugged nature.

To reinforce the tight narrative of the hero video, we also created product-focused edits that let us deep dive into each SUVs features.

 

Idea

To meet Mitsubishi’s desire to tell this story in one over-arching narrative, we created a relay race between the three SUVs and a pair of extreme triathletes – from lake to peak.

As our triathletes swam across Ullswater, we showcased the surprising off-road capability of the city-friendly Eclipse Cross. As they rode their bikes up a lung-sapping mountain pass, we outlined the benefits of the fuel-efficient Outlander PHEV plug-in hybrid.  Finally, as the triathletes went fell-running to Kirkstone Peak, the Shogun Sport headed onto off-road trails to demonstrate its tough, rugged nature.

To reinforce the tight narrative of the hero video, we also created product-focused edits that let us deep dive into each SUVs features.

 

MitsUbishi: Lake to peak

If you want to conquer the toughest terrain, Mitsubishi’s Eclipse Cross, Outlander PHEV and Shogun Sport are the SUVs to have. That’s why we decided to take these three heroes from Mitsubishi’s SUV range to the heart of the Lake District, following a pair of extreme triathletes on a gruelling training session from the shores of Ullswater to the heights of Kirkstone peak.

Mitsubishi Shogun Sport

In November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Shogun Sport.

Mitsubishi Outlander PHEV

Back in November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Outlander PHEV.

Mitsubishi Eclipse Cross

In November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Eclipse Cross.

MitsUbishi: Lake to peak

If you want to conquer the toughest terrain, Mitsubishi’s Eclipse Cross, Outlander PHEV and Shogun Sport are the SUVs to have. That’s why we decided to take these three heroes from Mitsubishi’s SUV range to the heart of the Lake District, following a pair of extreme triathletes on a gruelling training session from the shores of Ullswater to the heights of Kirkstone peak.

Mitsubishi Shogun Sport

In November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Shogun Sport.

Mitsubishi Outlander PHEV

Back in November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Outlander PHEV.

Mitsubishi Eclipse Cross

In November, we took three heroes from Mitsubishi’s diverse range of rugged and capable SUVs to the heart of the Lake District. It’s time to take a closer look at one of the stars of that story – the Mitsubishi Eclipse Cross.

Results

Our ‘Mitsubishi: Lake To Peak’ campaign massively over-delivered on its KPIs with 110,000 video views and average retention of 60% for the hero content. The short-form product videos also really delivered on the detail, with 81% retention – truly impressive for time-poor audiences.

The campaign prompted a real, measurable response, with a 50% increase in searches for Mitsubishi SUVs and an increase of 90% in ‘likely to buy’. Mitsubishi brand familiarity increased by 3x, with 33% of readers feeling more positive about the brand.

Finally, 38% of readers took further action after seeing the campaign – whether heading to mitsubishi.co.uk or visiting a dealer.

Results

Our ‘Mitsubishi: Lake To Peak’ campaign massively over-delivered on its KPIs with 110,000 video views and average retention of 60% for the hero content. The short-form product videos also really delivered on the detail, with 81% retention – truly impressive for time-poor audiences.

The campaign prompted a real, measurable response, with a 50% increase in searches for Mitsubishi SUVs and an increase of 90% in ‘likely to buy’. Mitsubishi brand familiarity increased by 3x, with 33% of readers feeling more positive about the brand.

Finally, 38% of readers took further action after seeing the campaign – whether heading to mitsubishi.co.uk or visiting a dealer.

Output

4x long-form videos
4x short-form cutdowns
4x promoted native stories
6x rich-media ads
6x standard display ads
10x social posts
7x Instagram Stories
6x newsletter posts

Output

4x long-form videos
4x short-form cutdowns
4x promoted native stories
6x rich-media ads
6x standard display ads
10x social posts
7x Instagram Stories
6x newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

haymarketstudio@haymarket.com

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