Background
Mitsubishi would like to enter very tough market of medium size 7 seaters family car, that for long time only occupied by one brand. As new comer in the category, Mitsubishi have to make a breakthrough during launching
Idea
We created an integrated campaign that start with triggering massive curiosity, drive excitement from target. Combining fake movie, product driven on the street, collaborate with Indonesian Idol, activating multi-digital touchpoints and held a big exhibition, resulted in very positive response from Indonesian.