Do you know how many sports in the world women and men can compete directly with each other?

Equestrian and motorsport.

What if a woman won the MOST COMPETITIVE rally IN THE WORLD, RIDING directly against the men in a 22-day competition and WIN? WHAT IF she win by only 2 minutes and 39 seconds?

It would be amazing wouldn't it?

So why does the sports world say so little about Jutta Kleinsmith?

Well, that's exactly what happened.

Knowing through entertainment pieces your victory is vital for global sport!

It's because?

So that one day this victory will be repeated.

Since 2001, the same year that Jutta Kleinsmith became the first and only woman to win the Paris Dakar Rally, Mitsubishi Motors in Brazil started manufacturing Rally competition cars in Brazil.

And, he has always encouraged women to be part of the teams that compete in this modality.

In all this time there were almost 700 competition cars built and dozens of women who participate in the competition as drivers, navigators, strategists, mechanics and as part of the teams that compete in the mitcup.

In the 40 years of Mitsubishi Pajero, a legend with more than 12 victories in the Paris Dakar Rally and in other competitions, we should choose a story to represent the brand's sportiness, overcoming obstacles and the 4x4 lifestyle.

The objective was to pierce the audience bubbles that are less and less interested in cars, with a history of overcoming that accompanied the brand's values.

To mark the 40 years of the Mitsubishi Pajero, we have retold

one of its most inspiring moments. In 2001, Jutta Kleinschmidt

became the first woman to win the Paris Dakar Rally

in direct competition with the two other favorite male drivers.

This victory, in 2001, didn’t get its due attention, getting lost among other news.

That is why we started the whole campaign with a repeated news headline at the same newspapers. We have republished the cover page of the day after the victory, highlighting just Jutta’s headline.

At the same day, the short film was aired at the movies and at the opening of Super Bowl’s brazilian broadcast, and it tells the story from Jutta’s point of view and

5-minute documentary online and during TV sports shows for inspiring young girls and woman to find their path into victories of their lives.

• Data

The audience today is in bubbles. The person interested in cars are less and less susceptible to automotive launches and novelties. We thought of creating interest in Pajero Sport by telling an incredible and unforgettable story.

• Target audience

The target was divided by purchasing power and new consumers. In addition, the campaign involved an effort to attract more and more women to the automotive events that Mitsubishi promotes in Brazil. More than 20,000 people participate in its competitions each year, competing since in more familiar formats to professional competitions such as the MIT Cup.

• Approach

Entertainment. A 3-minute story that was broadcast in the Super Bowl final on ESPN in Brazil, one of the largest qualified audiences in the country, as well as on several other pay TVs, cinema and digital.

We also created and broadcast

• Implementation

We invited Jutta Kleinmith, who won the Dakar Rally, to direct the campaign's creation.

We also invited the female director duo Magnolias to be the directors of the project and 70% of the team were women. The brand's CMO is also a woman.

• Timeline

We launched the campaign on Sunday, February 13, approximately 20 years after Jutta Kleinsmith's victory. on a Sunday, with an announcement in the main newspapers of the country they would repeat the story of her victory. A story to be repeated.

• Placement

Plus a 3-minute film in the live event with the largest qualified audience in Brazil, the Super Bowl broadcast by ESPN , Globonews, Sportv2, TNT Series, Warner, History, Discovery H&H, AXN, CNN Brasil more than 300 movie theaters and in addition the 3 and 5-minute documentary aired widely and TV stations open to a large national and qualified audience.

+ 18 Millions of views on Official Mitsubishi Motors Youtube Channel

+ 5 MM earned media

+170 millions impact