Mad Avenue and Mitsubishi Motors Europe launch ‘You are Colt’

The campaign is fully integrated for use across all media channels, offline and online media.

Myrthe Beulenkamp, ​​general manager of Marketing Communications Mitsubishi: ‘As one of the best-known model names of our brand, of which six generations have been sold in Europe since 1978, Colt has an excellent reputation. We wanted to build on this with the seventh generation. A subtle play on words ensures that Colt’s name is central to all communications. This reinforces the recognition of the Mitsubishi Colt. And – it’s not important – it holds your head. In short, a perfect match that builds on the current revival of the 1980s.’

‘This campaign continues the transition from product-based communications to a launch campaign that focuses on brand sentiment and target group characteristics. By choosing the music, we primarily focus on the mental availability of the model, with the striking red color as a more distinctive material than before,” says Gert van der Kaay, creative director of Mad Avenue.

The fully integrated European campaign is implemented in the countries of Germany, Spain, France, Italy, Poland, Hungary, Austria, Portugal, Czech Republic, Romania, Switzerland, Finland, Slovakia, Netherlands, Sweden, Denmark and Slovenia. Words are used on TV, online videos, social, outdoor and radio. The European campaign has been live since the beginning of October 2023.

Watch the new ‘You’re a Colt’ campaign video in the window below.
(PvWK)

Loans
client: Mitsubishi Motors Europe – Alex Thomas, Myrthe Beulenkamp, ​​​​Thomas Klein, Irem Boomsma
office: madness. Road
creative director: Gert van der Kaay
copywriter: Jan de Roo
strategic director: Jose Evers|
account: Daniel Kok
Production company: This is the United States
director: Robin Zom
DOP: Dionne’s Cats
producer: Esther Bax, Marleen Den Daas
photographer: Gijs Spierings
edit and online: Jeroen Hoogaars
grade: Remi Lindenhovius
VFX: Twisted
music: Spandau Ballet, Copyright Power
SFX: Stijn Jans

On Madness. Road
‘Madisson Avenue, shortened to Mad. Avenue is an independent agency that believes in the power of connection: between consumers and brands, between companies and innovation. It prides itself on combining innovation and technology, strategy and innovation, new trends and established norms, to solve the challenges that brands face today. Crazy. Avenue has built its reputation through long-term partnerships with international brands, such as Orangina, Mitsubishi and Rakuten Kobo, and by putting people at the heart of its culture and work.
(bron: MA)