News Limited and Mitsubishi joined forces to increase awareness and desirability of the new Colt Cabriolet in a major promotional campaign – ‘The Colours of Summer’

The campaign was driven through News Limited newspapers incorporating high levels of editorial integration with additional support across TV, Outdoor, Radio and POS.

Eight Mitsubishi Colt Cabriolets (valued at $32, 990.00 each) were up for grabs across four states, with runners up receiving products from iPod Touch, Sunglass Hut, Mimco, Napoleon, JVC, WAHU and General Pants.

THE SOLUTION

The 'Colours of Summer' campaign was developed to run across the four capital cities of Sydney, Melbourne, Brisbane & Adelaide, leveraging key News Limited properties - The Sunday Magazine in News South Wales and Victoria, The Courier Mail and The Sunday Mail in Queensland and The Adelaide Advertiser and the Sunday Mail in South Australia.

The News Limited Integration team worked closely with the client and individual markets to develop specifically tailored solutions supported by editorial integration within each relevant masthead. A variety of entry points and mechanisms across our newspaper and online brands were created to best activate each media vehicle and deliver against Mitsubishi's objectives.

In Sydney and Melbourne, The Sunday Magazine gave away four of the eight Colt Cabriolets. Targeting Females 25-39 who aspire to own high end brands, readers entered by SMS, indicating their desired colour.

In Brisbane, readers entered by post and online. Television, radio and online campaigns complemented significant support from editorial across The Courier Mail and The Sunday Mail mastheads.

In Adelaide, the 'Colours of Summer' campaign leveraged the Carsguide brand and "get up to speed" positioning across The Advertiser and the Sunday Mail. Entry coupons appeared in the Carsguide lift-out and mobile billboards extended the message into general 'dealership areas'. Strong editorial coverage from Adelaide Confidential and Girl Torque provided greater depth and awareness of the campaign.

THE RESULTS

The objective of the campaign was to raise awareness and build a database for Mitsubishi to have ongoing communication with potential customers. To this end the campaign delivered 136, 958 entries.

The heavy weighting pre-promotion guaranteed a strong awareness and interest leading up to the launch. The timing in which News Limited were engaged to assist was an important factor in developing the overall campaign, which led to more opportunities to maximise results.