Project Description

With the new Colt CZC, Mitsubishi's Colt family is now complete. The Coupé-Cabriolet represents individuality and the joy of driving. In the classic campaign, the popstar Nena advertises it with her testimonial. The campaign around the claim »A new sense of freedom« is meant to be continued with its own web special and to make the experience of »driving al fresco« tangible for a mainly female target group. A project in co-operation with MGC Interactive.

Tasks

• development and implementation of the web special
• continuation of the classic print campaign
  in a form suitable for the internet
• generation of test drives
• promotion of a prize competition
• implementation of an accompanying banner campaign

Concept & Implementation

The visitors accompany the protagonist Nena on a road trip with the Colt CZC, during which they experience why driving a cabriolet makes you happy. From a starting scene the visitor gets to the topic areas »EXPERIENCING MORE«, »HAVING MORE FUN« and »SEEING MORE«. In addition to a song by Nena specially composed for the campaign, nature sounds and animated sceneries provide an »authentic« outdoor experience, during which the contents in the respective scenes are discovered by exploration. The Colt CZC does not take centre stage by being presented as the hero, but is used as a self-evident and indisposable companion and thus positioned in a subtle way.

Related Projects

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