The vehicles on offer featured really exceptional discounts, so we proposed creating a microsite – www.profesortakeshi.com – where visitors could learn to be surprised in Japanese with Professor Takeshi, a reserved Asian gentleman who can’t hide his shock on seeing the price of each model listed. Traffic was directed to the site by means of an emailing sent to Mitsubishi’s own list of contacts.

Even during the post-Christmas sales slump and with a full-blown crisis in the automotive sector, the company was able to sell 28 vehicles in less than a month. As the emailing was sent to only 780 contacts, this meant an exceptional sales conversion rate of 3.6%.