Control defined.
Mitsubishi’s S-AWC has long been superior in the Auto market but they had never spoken about it. We launched a campaign positioning it as “the definition of control”, providing new words that described the feeling of driving with S-AWC. This then branched off into another activation where we asked customers their definition of control.
People just want to feel something.
Understanding that the Mitsubishi customers want to enjoy the driving experience but also feel safe was key in this concept. Combining the excitement of driving a Mitsubishi with the confidence you can have on any terrain because S-AWC can handle it all.
