Mitsubishi uses Metro to sell Colt in Europe

Mitsubishi is using editions of the Metro free newspaper in seven countries to launch its new super-mini, the Colt, across Europe.

Amsterdam's Strawberry- Frog has created the £2 million campaign to make the car top-of-mind with women aged up to 35. Metro claims to reach three million such women throughout the continent every week.

The ads, breaking this month, build on the recent TV campaign introducing the car by asking: "Where will the Mitsubishi Colt take you?"

Launched at this year's Paris Motor Show, the new Colt is intended to compete directly against rivals such as the Mazda 2 and Honda Jazz.

The Metro deal is aimed at making Colt's advertising cut through in a crowded market. The two bursts of activity will begin with a cover-wrapped newspaper handed out by distributors in branded clothing.

This will be followed by a series of half-page ads, some in the shape of the new car and appearing to cut into the editorial above. Media planning and buying is being handled by Omnicom's Frankfurt-based Davinci Selectwork.

The ads will support the roll-out of the new model in the UK, France, Spain, Holland, Sweden, Denmark and Italy.

Scott Goodson, a StrawberryFrog partner, said: "A breakthrough creative idea needs a breakout creative media idea to release it. We try to find inventive ways of maximising our creative across all channels and the Colt campaign is testament to this."

Piers Johnston, Mitsubishi's European media manager, said: "Metro's flexibility allows different advertising dates by market as well as different creative."

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