Mitsubishi Motors Brand Experience
So…how did I bring Japanese culture to Americans who drive a Mitsubishi? A little haiku, some brand depth, and a keepsake direct mailer for drivers.
Client
Mitsubishi Motors
Project
Mitsubishi Motors Brand Experiences
Year
2023
Industry
Automotive
Focus
Branding, CXM/CRM
Social Media Videos
I created these videos from the 3D renders of the models and through AI platforms to first create real-life images and then using those images to create videos (known as "image-to-video").
Dealership Mailer
My convincing argument why Mitsubishi Motors shouldn't settle on the basic cheap direct mail format they had been used to was simple: you have to give your drivers a reason to care. By elevating their direct mail piece to specialty printing, a pricier format and more expensive shipping cost, they actually received unexpected surprising results: drivers were bringing their direct mail piece to the dealership and commenting on how impressed they were.
Email & Lifestyle Newsletter
This was my idea. And Mitsubishi Motors loved it. This resulted in an added scope to our retainer with a monthly newsletter. Also, my proposal for a "slightly different" journey than what the Strategy team proposed, was met with better enthusiasm, opting to go with my proposed journey over the Strategy's proposal. This also led to a bigger scope in our agency retainer as we added an additional touch to our CRM & email marketing plan.
I proposed more use of data to make the personalized experience better, everything from the car model, the nearest dealership, weather, local deals from dealerships, and also an anticipatory banner promoting the "Lifestyle Newsletter."
I proposed a "lifestyle" newsletter that was everything not sales related. This included history of the company, new technologies, concept cars, and even lifestyle subjects like "favorite wine", "places to go", all the things you wouldn't get in a sales marketing tactic.
COMING SOON! THE BRAND VOICE PROPOSAL!
My proposals didn't stop there! I proposed a slight change in brand voice that was more sophisticated, natural, and culturally aligned. (more to come in the near future!)