Mitsubishi Showcases Intuitive Technology In New Campaign Via Richards Rose

Mitsubishi Showcases Intuitive Technology In New Campaign Via Richards Rose
SHARE
THIS



Mitsubishi Motors Australia has unveiled an integrated campaign that shines a light on the advanced technology and safety systems now available across its range of SUVs.

Created by indy agency Richards Rose for Mitsubishi’s new sub-brand Mitsubishi Motors Intuitive Technology (MiTEC), the concept demonstrates the intuitive nature of these innovations and makes them feel more human as they guide, protect and connect with a driver.

Produced by AIRBAG, the launch spot sees a squadron of mini-drones flying in formation above an SUV, then surging ahead when needed to create everyday emoji-like gestures for a safe, more confident and enjoyable driving experience.

Featuring prominently across broadcast, out of home (see below), high-traffic digital sites, print and dealerships, the campaign will roll out further with a comprehensive suite of 11 content videos housed on the Mitsubishi website.

MiTEC OOH ad

Darrell Jacobs, head of marketing communications at Mitsubishi Motors Australia, said: “Innovation has become a part of our everyday drive, and today’s generation of drivers are demanding it.

“Mitsubishi Motors has a long tradition of developing state of the art automotive technology and we’re confident that MiTEC will help put us on their radar.”

Adam Rose, executive creative director and founding partner of Richards Rose, said: “Many people are surprised to discover how many features come standard in a Mitsubishi. However, explaining technology or safety systems can often come across as cold or complex.

“But by using the drone swarms as a visual metaphor, it’s allowed the technology to come to life with a meaningful and beautiful simplicity.”

CREDITS

Client: Mitsubishi Motors Australia

Head of marketing communications: Darrell Jacobs

Marketing communications manager: Amy Hooper

Digital marketing manager: Trish Ind

Creative agency: Richards Rose

Founding partner and executive creative director: Adam Rose

Senior art director: Liam Hillier

Senior copywriter: Dominic McCormack

Head of broadcast and content: Tanya Hairman

Group account director: David Hallett

Executive producer of product and customer experience: Deepali Dabral

Senior integrated designer: Mac Archibold

Digital producer: Jennifer Chan

Senior producer: Katie Morton

Finished artist: Alistair Donald

Production company: AIRBAG

Head of visual effects: Rob Ride

Visual effects producer: Nick Venn

Editor: Andy Stalph

Online: Chris Reynolds

Sound production company: Rumble Studios

Music supervisor: Michael Szumowski

Sound designers: Tone Aston and Nat Joyce

 

Please login with linkedin to comment

MiTEC Mitsubishi Mitsubishi Motors Australia Mitsubishi Motors Intuitive Technology richards rose

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.