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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.
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.
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.
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.
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.
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