Electric cars (EVs) are still new to Canada. So while some drivers are curious about them, many are scared. How do EVs work? Where’s the tailpipe? How far can they go? These drivers suffer from “Electriphobia”.

So we launched Mitsubishi’s fully-electric i-MiEV with a website designed to help them: Electriphobia.com. There, users conquered their fears through a series of highly-scientific therapies.

Within two months, despite having half the media spend of Nissan, the i-MiEV began outselling Canada’s other electric vehicle, the Nissan Leaf. Drivers just needed to see the Mitsubishi i-MiEV is nothing to be afraid of.