Mitsubishi Motors Indonesia Automotive

Developing A Multi-Phased Launch Campaign for Mitsubishi Xpander

Creating hype for a top-secret new model launch

With only a few major launches over the past couple of years, Mitsubishi Indonesia wanted to introduce their new product, Mitsubishi Xpander, with a bang. The Xpander, a car designed specifically to go head-to-head with Toyota Avanza and Suzuki Ertiga in the Indonesian market, was set to be unveiled at GIIAS 2017. But we needed to do it without actually showing the car.

DMP IntegrationWebsite Development

Creating Something out of Nothing

Running a campaign without the actual product can be a daunting challenge. However, we approached the launch with a multi-phased campaign.

We started from the teaser phase where only a small portion of the car could be visible. The campaign site hosted a countdown on the campaign site and encouraged the target audience to come to the unveiling event by registering their database in exchange for exclusive souvenirs from Mitsubishi.

Integrating with SalesForce & Proprietary DMP

The lead acquisition system that we developed were also integrated with their Salesforce system and at the same time gets all the data crunched by a proprietary Data Management Platform by Hakuhodo Japan to further optimise and better consumer targeting in the future.

Definite Mitsubishi Motors Indonesia

Retaining & Nurturing Incoming Leads Post Launch

After the unveil, we immediately equipped the campaign site with various features where users can create a leasing simulation, check out the car’s roadshow schedule, as well as booking a test drive.

Definite Mitsubishi Motors Indonesia


The launch was a success with numerous media coverage, and the website became the main destination for everyone who wanted to book a test drive and visit the unveiling, which resulted in an overflow of registration, making Mitsubishi Xpander’s unveiling one of GIIAS 2017’s most awaited moments. We last recorded the leads gathered at more than 70 thousand database up until January 2018.

We thank our...

  • Mitsubishi Motors Indonesia
  • H:3 Digital
  • i-dac Indonesia
  • Hakuhodo Japan
Digital Strategist
  • Andra Maulana
Account Managers
  • Lenny Melissa
  • Gabriella Resty
Project Manager
  • Dinar Gityandraddeta
  • Jonathan Prafa
UX Lead
  • Aga Wahyu
UX Designers
  • Flavia Jessica
  • Frangky Melky
UX Engineers
  • Adhitia Dharmawan
  • Ade Harseno
  • Deo Aqli Rayan
Backend Developers
  • Heksa Tri Juliantara
  • Teguh Sangra
  • Dharma Saputra
  • Ramdhani Rakhmat
  • Shona Firdaus

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