Cannes Lions

AUTOMOBILE

180LA, Santa Monica / MITSUBISHI / 2011

Overview

Entries

Credits

Overview

Execution

The concept was simple: the world’s first online test drive. The implementation couldn’t have been more difficult. We partnered with a team of experts in robotics, software development, automotive and web design. All of them worked to develop a system that would allow anyone with an internet connection to log on and drive the car with almost no lag time from anywhere in the United States. They also implemented a sophisticated tracking system that would automatically stop the car should anyone try to crash it. Something that proved quite handy for the late night crowd.

Outcome

For the 10 day event, over 50,000 people signed up to take a test drive.25% of those who took the online test-drive chose to look for a dealer so they could take a test-drive in person.E-Leads shot up by over 2,000%.We set a Guinness World Record.For the first time in a long time, Mitsubishi was in the news and they couldn’t have been happier.Dodge even produced a national television commercial about it.

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