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Web Film
Mitsubishi Motors Thailand: The All Old
PRESENT AN OLD CAR LIKE A TYPICAL NEW CAR IN THE NEW MITSUBISHI MOTORS AD. The new after sale strategy from Mitsubishi Motors lead consumers to take their cars to get maintenance at a Mitsubishi Motors service center.
Agency: VMLY&R, Thailand In Thailand, most of drivers perceived that every authorized service center will charge them the higher price compare to the local shop. This perception lead them to choose the local garage after their warranty has expired, this is become the pain point that effect the last long performance of the car because of the low skill technician, unlicensed part and also the maintenance equipments. This effect the way agency decide to not only making not only ad, but also the testimonials from the real customers in order to trigger other customer to see the value of using the authorized service center even the price is a bit higher. The tagline “All you have to do is drive” represents a strong intention of the brand that aligns to drivers’ insight that they already have lots of things to worry about driving and they deserve to be relief on the car performance because we provide the greatest service to let them continue on their journey without any worries. Not only the script, agency intentionally uses the real customers with their used Mitsubishi car to present the realistic feeling. After watching the ad, consumer can see the full story of each driver taking about the real experience and the real result from the service center. Mitsubishi Motors does not only want to sell their service, but they also try to show the result of relying the valuable thing on the real professionist in order to maintain its great performance because no one will understand that like the one who sold it to you.
Deputy Chief Creative Officer : Jon Chalermwong |
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