The objective was to raise product awareness and brand consideration as well as building brand image for Mitsubishi. Global also wanted to measure how exposure to multiple elements of their campaign (both audio and outdoor) further drives key measures.
The campaign ran from 13th January until 22nd March 2020 across Global outdoor sites, DAX and Radio X. The aim was to complement and boost the effect of the overall campaign. The multimedia nature of the activity increased exposure and ultimately boosted the effects of key KPIs for Mitsubishi.
Those who recalled both the outdoor and audio activity were significantly more likely to have a better impression of Mitsubishi than those who were not exposed. They were also more likely to consider Mitsubishi in future and interact with the brand online.