L200 Triton – Ad Campaign Launch

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

2. 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.

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

4. New Ad Campaign to launch L200 Triton

5. 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

6. 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.

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

8. Funnel Development tool Useful for mitigating risks.

9. Activity 1: Ideation

10. 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

11. Activity 2: Elimination

12. 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

13. 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.

14. 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

15. 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

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

17. Activity 3: Development

18. 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.

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

20. 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.

21. 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.

22. 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

23. NEW Funnel Development tool

24. Activity 1: Ideation

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

26. Activity 2: Elimination

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

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

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

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

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

32. Activity 3: Development

33. 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

34. 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.

35. 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.

36. 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?

37. 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

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

43. Thank you.