RPM3 launches three Mitsubishi cars

Mitsubishi is spending at least pounds 5 million to launch three new models with a press advertising burst through RPM3.

Mitsubishi is spending at least pounds 5 million to launch three

new models with a press advertising burst through RPM3.



The campaigns, one of which breaks in the national press this week and

the others in February’s style titles, launch the Challenger, the Space

Star and the Space Wagon.



The Challenger is a five-seater 4x4 vehicle that will compete against

the Jeep Cherokee and Toyota’s Rav 4. It is being positioned as an

off-road vehicle more suited to on-road driving.



The two press ads show the car in urban locations but with reflections

of the wild. Zebras, for example, are seen in the window when the car is

positioned beside Trafalgar Square’s stone lions. The ads will run in

men’s magazines such as GQ, FHM and Maxim.



The Space Star is a bigger version of the Colt hatchback, and will

compete against the Renault Scenic and Mercedes A-class. It is being

positioned as a quirky, attractive car that is bigger than it looks. One

of the two executions shows the Space Star alongside tins of sardines

with the line, ’Think a little bigger.’ The campaign will run in women’s

magazines and the national press.



The final launch campaign, aimed at women, is for the Space Wagon

people-carrier.



The Challenger and Space Star campaigns were written by Ian Pittams and

art directed by Denis Williams. Photography for the Challenger was by Ed

Lee and for the Space Star by Paul Bussell. The Space Wagon campaign was

written and art directed by Russell Wailes with photography by Ollie

Tennant.



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