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2008 Partnership Award Winner

TITLE Lancer Supershort Series
COMPANY Nine Network
CLIENT Mitsubishi Motors

Sponsored by
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OBJECTIVES
In launching the new Mitsubishi Lancer, the challenge was to develop an emotional bond with a new audience, positioning Lancer as a desirable and intriguing brand and changing its traditional perception as a “good value car that’s not as stylish as the competition”.

CAMPAIGN
The centrepiece of the campaign, the Lancer Supershort Series, co-developed with PBL Media and Tropfest, allowed consumers to experience the brand through multi-platform interaction and the generation of unique and original content.

Six original 60-second short films were developed by past Tropfest-winning directors based on the six feature-benefits of the Lancer: Safer; Greener; Stronger; Smarter; Roomier; Smoother –Better Lancer.

RESULTS
The campaign saw a flood of participants, accelerating Lancer sales and improving con- sumer perception in the marketplace.

Judges’ comments
The panel was impressed with high overall standard. It was great to see enormous contribution in bringing brilliant execution to life.

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