Mitsubishi - Outlander
Crossing 42 borders on a single tank of gas. The Outlander was conceived by noted car designer Olivier Boulay, and was the first car launched after Mitsubishi's acquisition by Daimler Chrysler. The campaign would span 42 countries. So yeah, it was an important launch. Rather than default to a "safe" traditional launch, which would have involved different creative for each market, we created a cross-border campaign featuring a website
where the cultural homage was paid not to a specific place, but to the universal community of urban car buyers at which the Outlander is targeted. The campaign helped to reignite sales of Mitsubishi cars in Europe, introducing the "Drive Alive" tag line, and pushing overall sales 24% higher than the previous year. This campaign was done in StrawberryFrog's Amsterdam office.
