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In this Mitsubishi case study, newspapers were chosen as the key media to deliver the ad campaign, with the objective of reaching a broad audience, across demographics, to promote the design and electric power of the new vehicle.  Newspapers were chosen for their ability to provide strong visuals and headlines, supported by detailed copy to communicate vehicle features.

The Challenge: One of people’s biggest fears of electric vehicles is being electrocuted. This is the challenge that was faced by ad agency John Street as they helped their client, Mitsubishi, plan its launch of a new, all-electric car.

The Objective: The car would not be positioned as green – as this would be limiting. One of the goals was to have a broad reach across demographics. The message would focus on the car’s design – both its look and its electric power.

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