Mitsubishi Motors Australia launches intuitive technology campaign via Richards Rose

Under the new sub-brand Mitsubishi Motors Intuitive Technology or MiTEC, Mitsubishi Motors Australia has unveiled an integrated campaign, created by Sydney independent agency Richards Rose, that shines a light on the advanced technology and safety systems now available across its range of SUVs.

The concept demonstrates the intuitive nature of these sometimes highly complex innovations and makes them feel more human as they guide, protect and connect with a driver.

Produced by internationally awarded production company AIRBAG, the launch spot sees a squadron of mini drones flying in formation above an SUV, then surging ahead when needed to create everyday emoji-like gestures for a safe, more confident and enjoyable driving experience.

VIEW THE LAUNCH SPOT

View the 11 content videos here

Says Darrell Jacobs, head of marketing communications, Mitsubishi Motors Australia: “Innovation has become a part of our everyday drive, and today’s generation of drivers are demanding it. Mitsubishi Motors has a long tradition of developing state of the art automotive technology and we’re confident that MiTEC will help put us on their radar.”

Says Adam Rose, executive creative director and founding partner at Richards Rose: “Many people are surprised to discover how many features come standard in a Mitsubishi. However explaining technology or safety systems can often come across as cold or complex. But by using the drone swarms as a visual metaphor, it’s allowed the technology to come to life with a meaningful and beautiful simplicity.”

Featuring prominently across broadcast, out of home, high traffic digital sites, print and dealerships, the campaign will roll out further with a comprehensive suite of eleven content videos housed on the Mitsubishi Motors website.

Client: Mitsubishi Motors Australia

Sound Designers: Tone Aston and Nat Joyce