Chamois Welcome Pack - Proximity Canada
Mitsubishi
Issue 12 | September 2009
Agency
Proximity Canada
Creative Team
Creative Director: Matt Shirtcliffe, Copywriter: Ben Chandler, Art Directors:Ron Kosan, Curtis Wolowich
Production Team
Production Manager:Ellie Lee
Date
April 2009
Background
Mitsubishi’s Lancer Evolution is an iconic road-going rally car with handling that puts exotic supercars to shame. With only 700 available in Canada, the task was to remind owners that their new Mitsubishi would garner more attention from car fans than the average Porsche or Ferrari.
Idea
To ready owners for the attention their new EVO would receive, they were mailed a special welcome pack to help protect their car from unwanted fingerprints. Inside was a special Mitsubishi chamois and a pot of high-tech TurtleWax car polish. The pack also contained a USB card, loaded with their customer-care information as well as race-cam footage of Canadian rally star Andrew Comrie-Picard putting his own Lancer Evolution through its paces on the track.
Results
700 happy owners of 700 shiny Evolutions. Mitsubishi remains the fastest growing brand in the Canadian car market - even as the auto industry weathers tough times.
Our Thoughts
Okay, this probably won’t do more than a Bronze at a local awards show, but as I have said earlier, if all we focus on doing is award-winning work then we become trivial pretty rapidly. The reason I have chosen this is because I bet it made every new Evo driver feel really good about the company and about the car. It’s an oddity that we spend a fortune acquiring customers and then hardly a cent looking after them. If you want to retain your customers, especially if they are spending up to $100,000 a time, this is how you do it. For Mitsubishi Canada this piece is pure Gold.