Mitsubishi Mirage advertising campaign wins top award

Mitsubishi Motors NZ (MMNZ) has been awarded the advertising industry’s most prestigious gong – an Effie – for its ‘Let’s Do It All Again’ Mirage campaign.

The Effie Awards honour creative achievement in meeting or exceeding advertising objectives; this is the first time MMNZ has received one of these awards.

MMNZ Marketing Manager Reece Congdon said: “We are very proud of how a relatively simple concept, devised in-house and executed on a very modest budget, has succeeded in engaging the public and has now been recognised by the Effie judges.

“Mirage has always had a special place in Kiwi hearts and we wanted to reconnect with that through this campaign.

“The new Mirage offers exceptional value for money with superb fuel economy – delivering that message on the back of a humorous throwback to the eighties seems to have struck a real chord.”

Since the new Mirage launch in February this year, sales have averaged more than 100 units a month, the MMNZ website has received the three highest months of traffic in its history and the television ads have been viewed by over 350,000 Kiwis on YouTube, Facebook and Twitter.

Introduced by the New York American Marketing Association in 1968, the Effie Awards are recognised by advertisers and agencies as the top honours in the advertising industry and are held in 25 countries. It is the only award that honours creative achievement in meeting and exceeding advertising objectives.

Effie Award winners combine all the disciplines of successful marketing programme: planning, market research, media, creative and account management and demonstrate a partnership between agency and client in the creation, management and building of a brand.

The Mirage ‘Let’s Do It All Again’ campaign was devised by MMNZ and developed in collaboration with Clemenger BBDO in Wellington.