Mitsubishi Motors North America (MMNA), has announced its Outlander (SUV) and Outlander Sport (CUV) have become the most awarded family of all-wheel drive vehicles by breaking five Guinness World Records within a 24-hour period by any vehicle in its class.
This historic feat, says the company, becomes the latest marketing campaign for Mitsubishi, demonstrating the company’s spirit of innovation and highlighting its sophisticated All-Wheel Control System.
Together with its agency of record, 180 Los Angeles (180LA), MMNA put the vehicles’ handling to the test on frozen Ghost Lake near Calgary, Alberta, Canada with record low temperatures of –13 degrees Fahrenheit.
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The goal was to showcase the technology and capabilities of these vehicles. Driven by stuntman Garvin Cross who has appeared in movies and as a stunt double for Daniel Craig, the two vehicles broke the following records in 24 hours:
- Greatest distance driven by a vehicle in reverse on snow in 30 seconds;
- Shortest braking distance by a vehicle on ice;
- Most vehicle figure eights on ice in two minutes;
- Fastest vehicle slalom relay on ice; and
- Fastest driven square lap.
“The spot clearly captures the capabilities of our all-wheel control system on our advanced Outlander family of vehicles, now even more relevant given the recent unpredictability in the weather,” said VP of Marketing, Greg Adams.[ Also Read: Can there be a No-Accident Car? ]
The marketing campaign was launched Wednesday, Feb. 9, and includes television, digital, social media and PR. Two television spots highlight the new world records and illustrate the vehicles’ performance in extreme conditions.
The spots will air on 12 network and cable TV stations, including ESPN, Discovery Channel, and FX. Digital marketing includes homepage takeovers, online banners as well as a strong social media push. All campaign elements lead consumers to www.MitsubishiCars.com/WorldRecords to find out more.
This campaign follows MMNA’s recent campaign, the Live Drive, the World’s First Online Test Drive, where the Outlander Sport was awarded its first Guinness World Record for the longest distance driven by a vehicle operated online.[ Also Read: Outlander Sport Live Drives Make World Record ]
“Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign,” notes 180LA creative director Gavin Milner. “It’s an awesome way to show the technical prowess of the feature-rich lineup of Outlander vehicles.”
Mitsubishi Motors North America, Inc., (MMNA) is responsible for all manufacturing, finance, sales, marketing, research and development operations for Mitsubishi Motors in the United States.