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Mitsubishi Motors New Ad Campaign Challenges Consumers

27 July 1998

Mitsubishi Motors New Ad Campaign Challenges Consumers to `Wake Up And Drive'

   New Ads Reflect Deutsch's First National Campaign for Mitsubishi Motors
          While Providing More Distinctive Brand Positioning in U.S.

    CYPRESS, Calif., July 27 -- With a fresh new approach that
supports the launch of the company's all-new Galant mid-size sedan, Mitsubishi
Motor Sales of America, Inc. (MMSA) will roll out a spirited new national
advertising campaign later this week designed to create a more distinctive
brand image for Mitsubishi Motors in the United States.  Created by Deutsch,
Inc., of New York and Marina del Rey, Calif., the "wake up and drive" campaign
is a motivating, fast-paced call-to-action for the American consumer to get
behind the wheel, and ahead of the boring mid-size sedan competition, in the
completely redesigned 1999 Galant.
    Breaking August 1st, the new campaign not only launches the all-new
Galant, it is also expected to convey a similar sense of style and distinction
to the entire Mitsubishi Motors product line.  This broad range of high
quality cars and sport utility vehicles have a sense of style and character
that appeal to that inner core in all of us that wants to look and feel alive.
    The "wake up and drive" campaign is the first national advertising program
that Deutsch has produced for Mitsubishi Motors.  Earlier this year, Deutsch
was awarded the company's regional retail advertising business for its 41
MDAAs (Mitsubishi Dealer Advertising Associations).  While the new national
spots are designed to support the company's brand image and provide a look at
what life could be like with a Mitsubishi Motors vehicle, the MDAA spots will
continue the same "wake up and drive" theme, however, painting a vivid picture
of what your life could become without a Mitsubishi vehicle.  This will be the
first time that national and MDAA advertising will offer an integrated message
for the company.
    According to Pierre Gagnon, executive vice president and chief operating
officer for MMSA, it's time for a change at Mitsubishi Motors.  "We've always
had a great product line," said Gagnon.  "Now it's time for consumers to start
associating our individual models with the image of Mitsubishi Motors and for
us to stand behind that image in order to create more awareness about our
brand."
    The brand image envisioned by Gagnon is one that goes further than just
the quality, reliability and value of Mitsubishi Motors products.  "We make
spirited products for spirited people.  We're not talking just about driving
enthusiasts, we're talking about that youthful spirit that lives in all of us
-- the one that wants to look attractive, to have fun, to stay young," said
Gagnon.  "After all, even though we may have the responsibility of a house and
a family, we can still take both pride and pleasure in the cars we drive."
   Peg Dilworth-Hunt, director of marketing communications for MMSA, believes
the all-new '99 Galant mid-size sedan is the perfect vehicle to launch
Mitsubishi Motors' new ad campaign.  "We're not asking consumers to change
their lives," said Dilworth-Hunt.  "We're giving consumers permission to be
responsible AND to have fun -- to drive a safe and reliable car with four
doors that also happens to look great and is a lot of fun to drive."
Dilworth-Hunt says that the new Galant will send a wake-up call that will echo
through the entire segment, notifying consumers that Galant is not an everyday
sedan.
    The '99 Galant, which is currently entering Mitsubishi Motors' dealerships
nationwide, combines a sense of style that is similar to European sedans, with
significant content and price value -- distinguishing Galant from look-alike
and drive-alike competitors like Camry and Accord.
    Deutsch's print ads for the Galant launch began as a teaser campaign in
mid-July, asking consumers interested in purchasing a new mid-size sedan to
wait until August 1st.  Teasers are also currently running on outdoor
advertising, with the message reading "There is Life After Four Doors...it
Starts August 1st."  National newspaper advertisements and special inserts
will integrate television and print messages and begin running July 31st.
    "We were charged with taking a product that blended quality, durability,
style and fun and then creating an overall image that stirred the emotions,"
said Mike Sheldon, executive vice president and general manager of Deutsch,
Inc.  "The 'wake up and drive' theme balances a superb product with an
emotional state.  It ignites your senses and makes you feel alive."
    Mitsubishi Motor Sales of America, Inc. was established in 1982 by
Mitsubishi Motors Corporation, Tokyo, and markets a full line of vehicles,
including coupes, convertibles, sedans and sport utility vehicles.