Brand Experience and Activation > Culture & Context

MIT KEY BOARD

AMPFY, Sao Paulo / MITSUBISHI / 2019

CampaignCampaignLayout(opens in a new tab)
Demo Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

For many years Mitsubishi Motors in Brazil has been trying to associate the brand to the surfing world. To reinforce the strategy, the MIT Key Board, the Mitsubishi surfboard, was created to improve the surfer’s experience with the car when it’s time for surfing, allowing for more security for the athlete. And, consequently, more peace of mind allowing them to relax and enjoy the waves.

Background

In Brazil, when it’s time to get your car and go to the beach to surf, a problem arises: after all, where can you leave your car keys before going into the sea? Many surfers have lost their keys by hiding them in conspicuous places. Or even worse: many have lost their cars. Unfortunately, many brazilian surfers have had their car stolen by someone who found the keys. The challenge was to create a solution to this problem, associating the brand even more to the surfing lifestyle, something that they have been working on for years. A simple but powerful idea that could grab the attention of surfers in Brazil.

Describe the creative idea

Faced with this problem, Mitsubishi created a personalized surfboard: the Mit Key Board. A surfboard that has the keyless system of the Mitsubishi keys, and so, it opens and locks the car by proximity or distance. When the surfboard is near the car, the vehicle unlocks. When the surfer moves away from the vehicle towards the water, the car locks.

Describe the strategy

The Mit Key Board was launched in the 2018 Automobile Show in São Paulo, Brazil, generating great interest on behalf of the surfers and fans of the brand in the country. Since it solved a real problem in the lives of surfers, the board caught the attention of the specialized media. Which was enough for surfers all over the country to show interest in the novelty and also the cars of the brand.

Describe the execution

The board was created in partnership between the technology team from Mitsubishi Motors Brazil and one of the most renowned surfboard shapers in the country. The Mit Key Board was launched in the 2018 Automobile Show in São Paulo, Brazil, generating great interest on behalf of the surfers and fans of the brand in the country. The athletes sponsored by Mitsubishi were given personalized surfboards. Posts on the brand’s social networks also divulged the novelty. All of this together generated earned media in the specialized media. And soon, a version will be made available for consumers in general.

List the results

1 MILLION PEOPLE IMPACTED. HUNDREDS OF INTERESTED SURFERS. 93% OF POSITIVE REACTIONS. 17% INCREASE IN THE ACCESSES TO THE MITSUBISHI SITE.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

In Brazil, when it’s time to get your car and go to the beach to surf, a problem arises: after all, where can you leave your car keys before going into the sea? Many surfers have lost their keys by hiding them in unreliable places. Or even worse: many have lost their cars. Unfortunately, many brazilian surfers have had their car stolen by someone who found the keys. A recurring problem on brazilian beaches and in the lives of surfers. This is why an idea such as the MIT Key Board generated impact and caught the attention of the target audience. Because it solved a real problem in the lives of surfers.

More Entries from Social Behaviour & Cultural Insight in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
CHANGING THE GAME

Consumer Durables

CHANGING THE GAME

MICROSOFT, McCANN NEW YORK

(opens in a new tab)

More Entries from AMPFY

24 items

Shortlisted Cannes Lions
7 PASSENGER / WATERFALLS

Automotive

7 PASSENGER / WATERFALLS

MITSUBISHI, AMPFY

(opens in a new tab)