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 wasn’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 that technology for an added purpose.

At the finish line we placed a detector arch connected to the PHEV. When the runner passed underneath, the chip sent an electrical charge that minimally recharged the car. Thus, runner by runner, the PHEV received 7,000 charges that filled its battery to 100%.

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