Challenges:

 

- Mitsubishi Outlander is equipped with an excellent noise cancellation in its segment while customers did not notice that.

 

- Outlander is domestically installed, which causes suspicion among customer.

 

- Moreover, Outlander is not a TOP in its  segment. 

 

Solutions:

 

- Mitsubishi used to be known via the song “Doi canh tinh yeu”. Moreover, Outlander is built to have a excellent noise-cancellation in the segment. Thus, we came up with the idea: “The Art of Silence”, in which “Doi canh tinh yeu” viral clip is the hero.

 

- With the big idea “The Art of Silence”, we educate customers about the noise-cancelation feature of Outlander via multiple platforms and formats.

 

- We produced a viral clip which elevates the cover of hit song “Doi canh tinh yeu” to highlight the noise cancellation and the benefit brought by silence.

 

- We used PR to provide needed technical information for target audience.

 

- We used Facebook post and GDN  to maintain and gain engagement among audience and potential customers about the noise-cancellation of Outlander.

 

- We used community marketing to build trust and increased the conversion rate, which includes influencers and social seeding.