Mitsubishi
Using the localness of radio to generate text response amongst working men
Audio(.mp3)
Background
Mitsubishi wanted to promote their L200 Warrior model across the UK and prompt brand consideration and immediate response to help drive footfall into dealerships.
Why radio?
Radio allowed Mitsubishi to choose stations that effectively targeted the primary audience of ‘working men’ – C2D 25-44.
Furthermore, radio offers national, regional and local options so Mitsubishi could plot and match the postcodes of their 146 dealerships to individual station transmission areas leading to a very efficient media campaign.
As a real-time medium radio allowed for the optimisation of key day parts thus connecting with the working male at the most relevant times.
Implementation
An airtime radio campaign was implemented as the primary driver for getting potential customers into dealerships. The L200 Warrior is very much a working man’s vehicle so activity was planned to run purely between 0600 – 1600 on weekdays and 0600 – 1300 on the weekend when they were most likely to be at work.
A unique SMS shortcode ran at the end of every ad for each dealership as a call to action which allowed Mitsubishi to encourage people to visit their local dealer.
Results
Radio proved to be the most cost-effective means for Mitsubishi of prompting short term consideration and immediate response.
Within the context of this campaign, a massive 82% of all SMS responses were generated by radio advertising vs 18% in national press.
Furthermore, Mitsubishi was accurately able to track the performance of local and national stations vs dealerships enabling them to refine the campaign for the future.
RAB Comment
This activity highlights the ability of radio to connect with local audiences whilst achieving mass market coverage. The campaign gave Mitsubishi comprehensive and efficient coverage across their UK dealerships and delivered high levels of cost-effective response.
"We have not used radio in a number of years to support the national Mitsubishi brand, and therefore we were especially pleased with the results for the L200 campaign. Radio proved to be an effective means to connect with our target audience at the right time of day on a platform they trusted, and the strong local roots of radio perfectly complemented the strong relationships our dealerships have with their local customers."
Haydn Davies, General Manager of Marketing, Mitsubishi