Science Race

Background 

The Outlander PHEV is Mitsubishi's most technological car. A plug-in hybrid 4×4, whose target perfectly matches that of runners. 

And even more so, with runners participating in the Science Run. 

Need 

That a car should sponsor a foot race might seem a paradox. If it weren't for the fact that we had prepared a very special street marketing. 

Proposal 

In many races, participants are given a chip that is used to calculate the time of each runner. But we use this technology for an added purpose. 

At the finish line we placed a detector arc connected to the PHEV. When the runner passed under it, the chip sent an electric charge that recharged the car minimally. Thus, runner by runner, the PHEV received 7,000 charges that filled the 100%'s battery. 

We had turned what could have been just another sponsorship into a major product test.