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”
• 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!
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