The strategy for the launch of the Eclipse was to use an evolving messaging strategy that would move from teasing the launch o the car to detailing specific features and would be updated at 90, 60 and 30 days before the launch of the car. We had found in the past that this type of strategy to talk to potential customers over a long period of time kept them engaged with the brand and kept the car in their consideration set from the initial announcement to the cars arriving in dealerships. The visual design was created from the iconic imagery that we created to be used across all advertising channels.
Mitsubishi Site Re-Design
The overall objective of the site re-design was to increase brand awareness, brand preference and purchase intent across the brand entire automotive portfolio. The re-design started with an audit and changes to the usability and information architecture based on focus group testing, knowledge from working on Subaru.com as well as participating in several rounds of the J.D. Powers automotive Web site surveys. The final usability strategy was to simplify navigation but to expose more of it in the main navigation to consumers so they cold quickly find what it was they were looking for without having to hunt for it. The navigation was also moved to run vertically down the left side of the site so more options could be exposed above the fold. The new visual design for the site was based on the brand language update we had completed and took advantage of new technology, incorporated better shopping tool integration and other upgrades.
Rethinking what an email can be
To support the idea of movement and the campaign tagline ‘GO’ we event rethought how to use traditional digital channels like email. We created emails that required horizontal scrolling instead of vertical scroll to let the mess and the story play out the way a car would move. The effect was not only a very effective marketing message but also a technique that got consumers attention and clicks.
Advertising + time
Online advertising was used to supplement the strategy for the launch of the Eclipse that use an evolving messaging strategy to stay in touch with consumers from teasing the launch of the car to detailing specific features and would be updated at 90, 60 and 30 days before the launch of the car. We had found in the past that this type of strategy to talk to potential customers over a long period of time kept them engaged with the brand and kept the car in their consideration set from the initial announcement to the cars arriving in dealerships. Mobil message and advertising made it easy for consumers to opt-in and get more information about the car when at a later time when they would be able to interact with it on a computer and thus have a richer and deeper experience.
Internal advertising is just as important
The Diamond Network was created to be an open channel to the Mitsubishi dealer based to keep them up to date on the latest news, announcements, advertising and more. The Network was created as a monthly digital magazine that would politely download behind the scenes on the computers used at the dealerships and a small announcement would pop-up on the computer’s desktop when all the content was downloaded. It also created a forum where dealers could then give the company feedback on the news and work in a consistent way that could be used to improve the way that things were done.