Loading Project

Background 

In June 2014, the Mitsubishi Outlander PHEV, the world's first plug-in hybrid 4×4, arrived on the Spanish market. A unique car, capable of recharging its battery while driving with a consumption of only 1.9L/100 km, or moving in 100% electric mode for 52 km. 

Need 

Communicate all the technology of the new Outlander PHEV to a permanently connected digital target. 

The objective was to reach a young target through the diffusion of the pieces through Facebook. 

Proposal 

To communicate the electric character of the car we created Loading Project, a website to which we literally connected a Mitsubishi Outlander PHEV. When the website was recharged, an electric charge was sent to the real car, charging its battery with each visit. 

Similarly, the car received a charge from anywhere in the world via Twitter, each time a user tweeted with the hashtag #LoadingProject. 

Once the 100% was charged, the car started automatically and the wheels spun until completing the 52km that the car is able to travel in electric mode. In addition, these spinning wheels chose, like a roulette wheel, a winner among the registered users on the website, rewarding them with a month of free electricity. 

Results 

50,000 visits to the site in two weeks. 

3000 registered users. 

1500 RT on Twitter and 500 posts on Facebook 

54% more sales than expected, making it the leader in the plug-in hybrid category and a 54% penetration in the Spanish market. 

Gold in Innovation in Digital Media at El Sol 2015.