We didn't set out to create branded entertainment, we orchestrated an experience that would organically inspire the community to express their opinion of the Mitsubishi i-MiEV, the new all electric vehicle. Our challenges were many, but the primary obstacle was obtaining approval from the mayor of Normal, IL to film and interview the community. We wanted to authentically document the electrification of this small town in the middle of America and show Mitsubishi's commitment of a fleet of vehicles and charging stations, without being too self-serving.

The storytelling was crafted to emanate from the people of Normal, IL and the brand. Segments of the story were shared across many social platforms and attracted viewing and engagement through a combination of narration style, likable cast of characters and the unique styling of the electric vehicle, the i-MiEV.

The campaign delivered above the established KPI’s and an unexpected benefit of brand goodwill. Through monitoring the social graph, we saw positive brand sentiment increase through mentions of the Mitsubishi manufacturing plant in Normal, IL. While we sought out to increase awareness, engagement and impact sales, we didn’t plan for the unsolicited, purely earned, positive brand impressions.However, the cold, hard sales figures during the launch period weren’t too shabby.- Mitsubishi exceed sales goal during the launch month by 102%- Increase of 17% sales YOY during launch month- Highest websites visits than any other month in the year, with lowest month for TV spend