A roadshow that moves Mitsubishi on Tour

The basis for the successful roadshow was the tour planning with target group-oriented and high-frequency locations. Our task began with a comprehensive location analysis: Which shopping centers offer the best frequency? Which target groups can be best reached where? In addition, when it comes to vehicle promotions at indoor locations, it is always important to pay particular attention to the feasibility and practicalities – while keeping an eye on logistical challenges as well as fire regulations.

We took over the entire coordination with the center management and individual locations, handled all approval processes and contract negotiations, and developed a tour concept that was logistically and substantively sound. Timetables, transportation, entry times, technical requirements – every single location was examined in detail, prepared and meticulously planned. This is how we ensured that every roadshow stop went smoothly and that the presence of the Mitsubishi brand was showcased as desired.

Personnel recruitment and training of Car Explainers

A central element of the roadshow was the consulting experience at the stand. Our job: to put together a team that not only has a friendly and professional appearance, but also has in-depth product knowledge.

We recruited and selected a team of suitable promoters from our experienced promotions pool throughout Switzerland and trained them to become so-called Car Explainers – experts who could communicate the technical features of the new models in a competent, understandable and personable way. The training took place as part of a comprehensive live training course that we designed and carried out together with Mitsubishi. We placed a great deal of emphasis on product knowledge, conversation techniques and active experience of the vehicles. We also closely supervised and supported our staff throughout the entire tour and ensured a continuous exchange of ideas so that any optimizations could be incorporated from location to location.

Digital support & content production by warp

Live activation with strong digital extension: To support the roadshow, we relied on the expertise of our subsidiary agency warp, which developed a comprehensive social media campaign.

We accompanied the tour before and during its execution with content tailored to the target group – from teasers to announce the tour dates, to stories and reels about the locations, to call-to-actions for registering for test drives. We not only developed all the creative assets for the digital campaign, but were also responsible for the entire media planning and buying. The digital communication had two goals: to increase footfall at the locations and to generate leads for test drives – measurable and performance-oriented.

We also created a high-quality mood film that captures the atmosphere and highlights of the roadshow and provides Mitsubishi with strong moving image content for internal and external communication.

The roadshow succeeded in making Mitsubishi's brand promise and the two new models tangible and experiential – implemented in an approachable, emotional and professional way. As an agency, we were able to contribute our strengths in holistic as well as live and digitally integrated activation.

Briefing

Develop and implement a roadshow for the two new Mitsubishi models: Mitsubishi Colt and Mitsubishi ASX.

Solution

A comprehensive roadshow implementation that informs, inspires and activates. The activation relied on personal contact, strong advice and a brand experience that builds trust. As the lead agency, we took on the holistic implementation – from planning and complete project management to operational execution on site and the final follow-up.

Result

The roadshow succeeded in making Mitsubishi's brand promise and the two new models tangible and experiential – implemented in an approachable, emotional and professional manner, and integrated live and digitally.