2020 Bronze Automotive

Agency: Manning Gottlieb OMD

Client: Mitsubishi Motors

Campaign Name: Weatherproof Warriors - How a data driven campaign helped Mitsubishi weather the Q1 storms

Campaign Overview

Stirring up a storm of interest

Mitsubishi aimed to build on its position as an expert in SUV by turning up the heat in bad weather.

Strategy

Mitsubishi wanted to prove its credentials as SUV leaders at times when the car's build and technology was most relevant. The brief for Manning Gottlieb OMD, working alongside Golley Slater and Engine Sport, was to capitalise on increased interest during periods of bad weather by positioning the brand as the vehicle of choice in challenging driving conditions.

Historic search data consistently showed an uplift in interest for SUVs during bad weather as UK drivers struggle on the road. By pinpointing driver frustrations when they feel them most the campaign presented Mitsubishi as the ultimate “weatherproof warriors”.

The team deployed multiple live API and data feeds to update DOOH and DAX based on specific weather conditions and locations.

The route to success was to reach as many drivers experiencing inclement weather conditions at the exact moment with a powerful message of how much better the situation would be in a Mitsubishi 4x4.

Creativity

The media and creative strategy were split between reach and relevancy. Reach drove audience coverage and created a relationship between Mitsubishi and winter driving conditions. It used a generic winter message across social channels and all of Global Radio's digital stations, showcasing the key features that make the carmaker’s vehicles weatherproof.

Creative relevancy came to life in DAX radio, DOOH and online display. The motorist was exposed to a specific snow/ice/storm-based message. It also included the name and location of their nearest Mitsubishi dealership as part of the CTA, encouraging users to visit to find out more.

The initiative harnessed DAX technology and AMillionAds to serve more than 100 weather-dependent creative variants. Nearly 200 DOOH screens, strategically placed close to 112 UK dealerships, were taken over and served 150 hours of location-specific, weather-triggered ads.

Results

By using automated data to ensure a cohesive message was delivered regionally and contextually across a multichannel plan, Mitsubishi was able to show that the right message when drivers need it most delivers better brand perceptions and associations.

More than 100 radio ad variations, with DOOH sites strategically positioned around 112 UK dealership locations, social platforms and online sites created 235 million weather-targeted impacts across the UK.

Over a three-month period when the UK was battered by storms, consideration had a +248% uplift, perception rose by +200% and awareness was up +75%. There was also a 31% increase in visits to dealerships. Some 2,175 test-drives across the period resulted in 2,037 retail sales (5,167 total business sales for SUV and pick-up models, including fleet and business sales).

The campaign delivered 721,000 potential buyers to the Mitsubishi site, of which 16,604 converted to leads.

The Team

Manning Gottlieb OMD - Mark Linnett, Client Account Director - Georgie Skorzewski, Client Business Director- Ellie Howard, Client Account Executive

Contributors

Golley Slater, Engine Sport