With its U.S. corporate management in turmoil, sales sagging, and an ad agency review tainted by dealer complaints, Mitsubishi is in need of all the help it can get. It may soon have some from a less than traditional source. Reported earlier, the DoubleThink Ad Hoc Creative Team are preparing a presentation for Mitsubishi and newly named CEO Rich Gilligan. Commenting on the approach the group is taking, DoubleThink’s Harry Webber, today, said, “This is a brand immersion campaign that utilizes technology and branded entertainment as well as advertising to fully envelop the lifestyle of their (Mitsubishiu’s) Gen Y target audience. An audience that is extremely adverse to traditional marketing methodologies.”
In preparing the campaign, Webber has announced the addition of Emmy-Award winning Producer John Feist to DoubleThink. Feist, who produced Survivor, Restaurant and Casino will serve as executive producer on the branded entertainment elements of the mystery-shrouded campaign. Commenting on his decision to join DoubleThink, Feist said, “When I saw the scope of what Harry Webber’s group had created for the launch of the 2006 Eclipse, I had to be involved. This campaign leaves cutting-edge in the dust.”
Webber’s DoubleThink previously created an ad hoc campaign for Coke with the tagline “A Cool American” which caught the eye of Coke execs but, ultimately, did not go any further. This time, Webber is looking to gain more ground with a campaign that doesn’t just speak to but lives and breathes the language of the Mitsubishi Eclipse target audience.
