L200 Triton – Ad Campaign Launch Africa and Mitsubishi CP– Spring 2011 – New products & Service Development

Africa Agency Is the top of mind agency in Brazil Is recognized as the toughest agency to work in Brazil. Is a agency that is forecasting new ways of advertising.

Mitsubishi Motors Brazil Is a total independent organization Is a family organization The organization trusts a lot on the agency

New Ad Campaign to launch L200 Triton

Client’s Briefing It’s a new car in Brazil It’s more sophisticated than L200 Outdoor It’s a 4X4 and is a city car It’s a pick-up but is not a rough car It’s a mans car It’s an expensive car, so you won’t use it for heavy work It has a totally different design (is a pretty pick up) We have 3MM We must have at least TV and magazine ads We and something huge if less costs

Organization Goals: Launch a good Ad campaign for L200 Triton Business unit Goals: Sell the 200 stocks car in 2 months. Strategic Direction: One month work to launch the campaign.

Mitsubishi Team at Africa CEO Account team Planner team Media team Creators team Digital team

Funnel Development tool Useful for mitigating risks.

Activity 1: Ideation

Ideation Make an emotional campaign Make an rational campaign Make a campaign focused on the young people Make a campaign focused on the middle age people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand. Make a PR campaign Only make a TV campaign Only make a internet campaign Only make a magazine campaign Only make a retail campaign on newspaper Make only a direct marketing campaign Have a famous endorsement (national or international) Make a campaign focusing the size of the car (Bucket) and how It can be used Make a campaign focusing the 4X4

Activity 2: Elimination

Ideation Screen Based on the client’s briefing: Make an emotional campaign Make an rational campaign Make a campaign focused on the young people Make a campaign focused on the middle age people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand. Make a PR campaign Only make a TV campaign Only make a internet campaign Only make a magazine campaign Only make a retail campaign on newspaper Make only a direct marketing campaign Have a famous endorsement (national or international) Make a campaign focusing the size of the car (Bucket) and how It can be used Make a campaign focusing the 4X4

Surface Evaluation – Explore the remain ideas Make an emotional campaign Make an rational campaign Make a campaign focused on the young people Make a campaign focused on the middle age people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand.

Surface Evaluation Screen Based on research (focus group and competitors) : Make an emotional campaign Make an rational campaign Make a campaign focused on the young people Make a campaign focused on the middle age people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand. Make a campaign focused on the wealthy people

Detailed Evaluation Make an emotional campaign Make a campaign focused on the young people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand. Make a campaign focused on the wealthy people

Detailed Evaluation Screen Discuss the remain ideas with the CEO of Africa and decide the best one.

Activity 3: Development

Development Cross-functional development: share the idea with the creators, media and digital teams. Cross-functional Development Gate: Make a presentation of the idea with the insights of the others teams.

Development Testing: Share this presentation with Mitsubishi. Testing gate: get Mitsubishi feedback about the idea.

Development Deployment: Share Mitsubishi’s feedback inside Africa (CEO, planners, creators, media, digital) Deployment gate: make sure everybody is aware of everything and the dead line.

Development Launch: We have a product! It’s the account’s briefing. Post launch review: check if all teams understood the product and need any help.

The Product: Account’s Briefing Make an emotional campaign Make a campaign focused on the young people Make a regular campaign (TV and Magazines) Make a totally different campaign using the Auto Show that is going to happen next month and Mitsubishi has a stand. Make a campaign focused on the wealthy people

NEW Funnel Development tool

Activity 1: Ideation

Ideation Creators thinks 100 different ideas. This phase take around 3 days.

Activity 2: Elimination

Ideation Screen Creators present those 100 ideas to the account team and the Creator CEO. Criteria: 1)Are the ideas ok with the Account’s Briefing? 2)Those ideas are really different and will make a good buzz on the ad marketing for the agency? (WSI)

Surface Evaluation – Explore the remain ideas Share and discuss the 15 bests ideas with planners, media and digital team.

Surface Evaluation Screen Criteria: 1)Are the ideas ok with the media budget? 2)Are the ideas unfeasible, especially in digital? 3)Are the ideas ok with the brand images in a 50,000 foot view? 4)Can we produce it in 4 weeks?

Detailed Evaluation Make a draft of the best 7 ideas and make a presentation of those to Mitsubishi.

Detailed Evaluation Screen Mitsubishi’s Team choose the best idea.

Activity 3: Development

Development Cross-functional development: make an estimate cost for the film, the photo for magazine and the art matchbox car (especial idea) Cross-functional Development Gate: Approve the budget of the film, the photo for magazine and the art matchbox car

Development Testing: share the storyboard film, the draft of the photo and the draft of the art matchbox car with Africa and Mitsubishi. Testing gate: approval of the drafts and storyboard by Africa and Mitsubishi.

Development Deployment: Present the semi-final final, photo and art matchbox car to Africa and after Mitsubishi. Make the final adjustments and finalize the material. Deployment gate: Approval by Africa and later by Mitsubishi.

Development Launch: Campaign is on air! Post launch review: check the sales numbers of the car. Post launch review gate: should we make a new campaign or order more cars?

Results We built a car made by matchbox cars and exposed it in the Sao Paulo Auto Show We used this matchbox car in the film, to refer the target audience of their childhood We made a emotional campaign, exploring the outside of the car We made something totally new

The commercial Imagine everything you’ve ever dreamed about a car, now on a bucket. Mitsubishi L200 Triton. The 4X4 you’ve always dreamed.

Thank you.