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Mitsubishi Motors Unveils New Ads for 2000 Eclipse Coupe

31 August 1999

Mitsubishi Motors Floors Its Marketing Engine with Unveiling Of New Ads for 2000 Eclipse Coupe MITSUBISHI MOTORS 2000 ECLIPSE Mitsubishi Motors is unveiling its redesigned 2000 Eclipse with an edgy, visual advertising campaign that focuses on the "real" reasons people buy sports coupes -- for how the car makes them look and feel. Created by Deutsch, Inc. of Los Angeles, the campaign's broadcast ads premiere today with 15-second "teaser" spots on national and cable television. The Eclipse campaign continues Mitsubishi's "wake up and drive" theme, which has revitalized the brand in the U.S. market. (PRNewsFoto)[HD] CYPRESS, CA USA 08/31/1999    

    Integrated Campaign States the 'Real' Reasons People Buy Sports Coupes

    CYPRESS, Calif., Aug. 31 -- Mitsubishi Motor Sales of America
has announced the national kick-off of its advertising for the redesigned 2000
Eclipse sports coupe, the next evolution of an integrated campaign strategy
that includes print, TV, Internet, outdoor, direct mail and Point of Sale
(POS) materials.
    (Photo:  http://www.newscom.com/cgi-bin/prnh/19990831/LATU067 )
    The $45 million campaign has a distinctive, edgy theme that focuses on the
"real" reasons people buy sports coupes -- for how the car makes them look and
feel.  Created by Deutsch, Inc. of Los Angeles, the campaign is highlighted by
15-second "teaser" television spots that will break on Tuesday, August 31 on
national and cable television, with full 30-second commercials starting heavy
rotation on Tuesday, September 7.  It continues the excitement generated by
Mitsubishi's "wake up and drive(TM)" theme, which has revitalized the brand's
U.S. image -- and sales -- over the past year.
    "The 2000 Eclipse campaign symbolizes the energy and excitement of
Mitsubishi's entire U.S. product line," said Pierre Gagnon, Chief Operating
Officer and Executive Vice President, Mitsubishi Motor Sales of America.  "We
have a lot of momentum right now.  Mitsubishi has posted a 19% sales gain in
1999, and we know the 'wake up and drive' campaign is making consumers take
notice of what we offer."
    With visuals that show Mitsubishi's segment-leading sports coupe in
action, Deutsch's television ads trade heavily on the image the car conveys.
The ads include provocative copy lines such as "You'll have to decide, whose
house you'll drive it by first," reinforced by blackout fades in
mid-commercial and song segments such as the Average White Band's 1970s party
classic "Pick Up The Pieces."
    "Most sports car advertising is about power and handling.  And yet, those
things are merely the rationalizations people use to buy a sports car," says
Eric Hirshberg, Executive Vice President/Creative Director of Deutsch LA.
"The real reason people buy sports cars is simple, they like the way they make
them look and feel.  We wanted to be the first brand to celebrate the truth:
sports cars are about vanity."
    In addition to the new 2000 Eclipse, Mitsubishi's Gagnon noted that the
Galant sedan, redesigned for 1999, was just rated #1 among eight $20,000
sedans range by Car and Driver magazine, beating such competitors as Honda
Accord and Toyota Camry.
    Key elements of the 2000 Eclipse's integrated marketing campaign have
included: banner ads and "teaser" brochures at last February's Chicago Auto
Show, a first showing of the car at the New York Auto Show in April; advance
previews for auto enthusiast publications, including the cover of Car and
Driver.  This summer, over 13 million Web site visitors had a chance to
customize a "spy" version of the 2000 Eclipse in an "Espionage Garage"
promotion for the Austin Powers movie, held over Go Network's popular "Mr.
Showbiz" site.  Mitsubishi also established an Eclipse microsite featuring Web
banners and direct mail sweepstakes sent to a database of likely "early
adapters" -- current Eclipse owners and other prospective sports coupe buyers,
all of whom were encouraged to wait until the new car comes out.
    Finally, print materials play an important role in reinforcing the 2000
Eclipse's clean and purposeful "geomechanical" design.  Print insertions in
the automotive "buff" books such as Automobile, Car and Driver and Motor
Trend, outdoor billboards and new point of sale materials and brochures all
feature solarization, an exciting black and white photography.
    "It always gives a dealer confidence to see a car company that's creating
exciting and competitive products," said Michael Cohen of Manhasset
Mitsubishi, a New York area dealer.  "With its ad campaigns and great cars
like the Galant, Montero Sport, and new 2000 Eclipse, Mitsubishi is really
helping us generate buyer excitement and competitor envy."
    Mitsubishi Motor Sales of America, Inc. (MMSA) was established in 1982 by
Mitsubishi Motors Corporation, Tokyo.  Based in Cypress, Calif., it markets a
full line of vehicles, including coupes, convertibles, sedans and sport
utility vehicles.