Mitsubishi is promoting the launch of its new
sports-utility-vehicle, the Shogun Pinin, with a pounds 2 million TV and
press campaign through Asatsu and Roose & Partners.
Mitsubishi handed the task of designing a smaller version of its 4x4,
the Shogun, to Pininfarina, the Italian design house best known for its
work with Ferrari.
The vehicle aims to combine the Shogun’s off-road credentials with
Italian style, to appeal largely to ’female urban thirtysomethings’.
TV and cinema work was created by Mitsubishi’s European agency, Asatsu,
and adapted for the UK market by Roose. It uses a music remix theme with
the line: ’The Mitsubishi Shogun remixed by Pininfarina.’
The press campaign also created by Roose, continues this theme with the
executions mimicking CD artwork and club flyers.
The TV and cinema campaign, which breaks on 25 January, features the
Adam & the Ants song, Kings of the Wild Frontier.
Philip Price, the general manager of marketing at Colt Car Company,
said: ’This attractive new entrant to the burgeoning small off-road
sector allows us to challenge the perceptions of Mitsubishi and to open
up new markets.
’The broadcast advertising will strike a chord with the
thirtysomethings, while the press is highly contemporary and in line
with our positioning for this vehicle.’
The campaign follows a high-profile press and poster campaign
highlighting Mitsubishi’s lower prices.
The press campaign was produced with the design company, Intro, and
written by Neil Chappell and art directed through Philip Gooch at Roose.
Media is by Roose.