OUTLANDER PHEV: The Legend of the Phev
New Outlander Phev launch campaign
Background
Mitsubishi Motors introduces its all-new 2019 Outlander PHEV, the world's best-selling plug-in hybrid SUV.
Need
The launch of the new Outlander Phev coincided with the Ironman in Hawaii, the most difficult triathlon event in the world, in which the brand's ambassador, Javier Gómez Noya, would participate.
Proposal
"The Legend of the Phev" is the name we gave to this campaign inspired by the myths of Oceania. Divided into five chapters, the legend tells how man and machine, that is, Javier Gómez Noya and the Outlander PHEV, join forces to achieve the impossible: win the Ironman.
To make the public participate in this great challenge, we launched a contest on social networks whose winner would travel to Hawaii with Javier Gómez Noya to live this incredible experience.
The campaign consists of 6 chapters (webisodes), a digital spot, web, display campaign, social media dynamics, mobile campaign and email marketing campaign.
Results
Reach: 206,985 users
More than 268,000 reproductions
Average Engadgement: 5% (maximum peak 23%)
More than 45% new followers on Instagram
