Mitsubishi Motors

Corporation

Kameron Williams, Karla Kunz &

Regina Low

MMC• Mitsubishi Motors Corporation • Japanese company with strong

German-American Alliance• Partner with Daimler-Chrysler

Corporation – Owns 37%

• Publicly Traded company based in Tokyo, Japan

MMC (cont.)• 1917: Produced first automobile• 1970: Began selling automobiles in

the US under the Chrysler brand• 1981: Created MMNA (Mitsubishi

Motors North America)– Including United States, Puerto Rico,

Caribbean

MMNA• Mitsubishi Motors North

America• Fastest growing Japanese

automaker in North America• 1988: Started building cars in

America using Japanese parts• 2002: Expanded into Canada• 2003: Expanded into Mexico

Manufacturing• Most cars manufactured in Japan

and exported to America• 2 units of automobiles assembled in

Normal, Illinois with parts from Japan– Eclipse– Galant

• Reasons:– Most popular cars in the North America– Easier to meet the American Standards

Product LineCARSEclipse

Eclipse SpyderLancer

Lancer EvolutionDiamante

Galant

SUVSEndeavorMontero

Montero SportOutlander

WAKE UP AND

DRIVE!

“Wake up and Drive”

• Most recent campaign• Automobiles included:

– Eclipse– Lancer– Endeavor– Outlander

• Talk about the car and watch the commercial for it.

• Look for campaign slogan

• Who is driving the car – Age

– Gender

– Dress

• Driving conditions– Day or night

Eclipse• Starts at $18,200• 2 door sports

coupe• Target:

– 18 to mid-twenties

– Male and female– Single– Middle-class

• Position displayed in commercial

Lancer

• Starting at $14,000

• 4 door sedan• Target:

– 18 to mid-thirties

– Male and female– Single or married– Lower to middle

class

• Position displayed in commercial

Endeavor• Starting at

$26,000• Full size SUV• Target

– 25 to forties

– Young families– Middle to upper-

middle class

• Position displayed in commercial

Outlander

• Starting at $19,600

• Mid-size SUV• Target

– 25 and up

– Wide buyer market– Lower-middle to

middle class

• Position displayed in commercial

Statistics• Mitsubishi has the second youngest

demographic of all foreign automakers in the United States.

• They are second to Volkswagen.– Average age of a Volkswagen owner is

37!– Average age of a Mitsubishi owner is

38!

ARE YOU IN?

www.mitsucars.com

Deutsch Inc.

Advertising Agency for Mitsubishi

Highlights• Started out as David Deutsch

Associates, Inc. in 1969 in New York City.

• Started as a creative boutique. Now they are a full service agency.

• In 1984 Donny Deutsch became the CEO and changed the name to Deutsch Inc.

• In the 1990’s they developed a reputation for having smart, effective, bold and creative work.

Highlights• In 1995 Deutsch LA opened.• It had a reputation as one of the

strongest creative agencies on the West Coast.

• Grew from 8 people to 300 people in the first 4 years!

• In November of 2000, Deutsch Inc. was acquired by the Interpublic Group of Companies (IPG), a publicly traded company on the New York Stock Exchange.

Timeline• 1969: Founded by David; known for tasteful,

well-crafted print work– Clients included: Oneida Silversmiths, Gulf Air and

Damon Sportswear

• 1980: Donny joins– Total Billings: $12 million

• 1984: First T.V. ads done for Tri-State Pontiac Dealers Association; Donny named president and CEO and renames company

• 1989: IKEA added– Total Billings: $70 million

• 1990: David retires

Timeline• 1992: Donny works as a consultant for the

Clinton-Gore campaign– Total Billings: $135 million

• 1993: Lenscrafters added– Total Billings: $180 million

• 1995: Deutsch LA is opened– Total Billings: $330 million

• 1996: directDeutsch launched– Total Billings: $379 million

• 1997: iDeutsch launched– Named: Adweek Eastern Agency of the Year– Total Billings: $500 million

Timeline• 1998: Won Mitsubishi campaign- worth was $250

million consolidated– Named: Adweek National Agency of the Year– Named: Advertising Age National Agency of the Year– Total Billings: $800 million

• 1999: Began PR/Promotions; First integrated pharmaceutical business from Pfizer– Named: Adweek National Agency of the Year– Total Billings: $1.2 billion

• 2000: Became part of IPG Network– Deutsch LA named: Adweek Western Agency of the Year– Total Billings: $1.5 billion

Timeline• 2001: Nearly Tripled revenue in three years!

– Named: Adweek National Agency of the Year

– Total Billings: $2 billion

• 2002: Opens up offices in Toronto, Canada and Miami, Florida– Named: Advertising Age National Agency of the Year

– Named: Adweek National Agency of the Year

– iDeutsch named: Adweek Interactive Agency of the Year

– Total Billings: $2.4 billion

Locations• New York City,

New York• Chicago, Illinois• Los Angles,

California• Toronto, Canada• Miami, Florida

••

• ••

More Deutsch Inc.’s Advertising

Campaigns:• Almay*• Bank of America

*• Coors Light• Directv• Expedia.com• J.D. Edwards

• Lenscrafters*• MCI *• Mitchum*• Mitsubishi Motors

of North America• Monster*

* Indicates client in New York. All others clients in LA.

More Deutsch Inc.’s Advertising

Campaigns:• Novartis

Lamisil*• Novartis

Zelnorm*• Real California

Cheese• Revlon*

• Snapple*• Starwood Hotels

and Resorts*• Tommy Hilfiger*

* Indicates client in New York. All others clients in LA.

Advertising for Mitsubishi

• Television• Radio• Print

• Banner• Website

• Brochures• Outdoor

• Direct Mail

Mitsubishi Campaign

• In the 90’s Mitsubishi recognized a problem: – How could they establishing a clear image with their

potential American customers?

• Wanted to create an offbeat, hard to forget TV ads.– “Little Pieces of Entertainment”

• In 1998 a concept was developed: – Show what young people like to do in their cars: sing

along with the radio.

• Deutsch preferred to feature unusual music. – Example: “Start the Commotion”

Impact• BIG car buying response to their ads.

– Sales 1997: 200,000 units– Sales 2001: 322,393 units– Goal is to hit 500,000 in the next 5-10 years

• High Brand Awareness was created in young customers.– Increased 39% in 3 years

• Deutsch LA won 8 awards for television, radio, and print ads for “Start the Commotion.”

Other Mitsubishi Campaigns

• "Ready to Go" Republica – 1999 Galant Launch

• "Lust for Life" Iggy Pop – 1999 Galant Launch

• "Spybreak!" Propellerheads – 2000 Galant

• "Ooh La La" (Re-recorded) – 2001 Galant

Other Mitsubishi Campaigns

• "Crazy Train" Ozzy Osborne – 1999 Montero Sport

• "Superfly" Curtis Mayfield – 2001 Montero Sport

• "Get What You Give" New Radicals – 2001 Montero

• "20th Century Boy" T-Rex – 2001 Montero Sport

Other Mitsubishi Campaigns

• "Pick Up the Pieces" Average White Band – 2000 Eclipse

• "In the Meantime" Spacehog – 2000 Eclipse

• "Ladyshave" Gus Gus – 2001 Eclipse

• "I See You Baby" Groove Armada – 2001 Eclipse Spyder

Other Mitsubishi Campaigns

• "Start the Commotion" Wiseguys – 2001 Eclipse

• "Shaft" (Re-recorded) – 2001 Eclipse Spyder

• "Days Go By" Dirty Vegas – 2003 Eclipse

Other Mitsubishi Campaigns

• "One Week" Barenaked Ladies – 2002 Lancer

• “Breathe” Telepopmusik– 2003 Outlander

• “Low Fashion Lovers” The Clone Defects– 2003 Lancer Evolution

www.deutschinc.com