Mitsubishi Motors Corporation

Kameron Williams, Karla Kunz & Regina Low

MMC
Mitsubishi Motors Corporation Japanese company with strong GermanAmerican 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 Line
CARS
Eclipse Eclipse Spyder Lancer Lancer Evolution Diamante Galant

SUVS
Endeavor Montero Montero Sport Outlander

WAKE UP AND DRIVE!

Wake up and Drive

Most recent campaign Automobiles included:
Eclipse Lancer Endeavor Outlander

Look for campaign slogan Who is driving the car

Age Gender Dress

Talk about the car and watch the commercial for it.

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 uppermiddle 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 1990s 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, wellcrafted 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 ClintonGore 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 90s 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