The Mitsubishi cars are extremely robust and reliable. We wanted to strengthen this brand image. That’s why we looked for a relevant moment to show that Mitsubishi cars are not made to shine in a showroom, but they are built for the not so perfect reality of life.

Our target audience where fathers. We chose radio as the ideal medium to translate the train of thoughts fathers often have while they’re waiting in the car for their children. The timing of the commercial was also very relevant: every hour during one night. The date of going on air was set during the start of the festival season. So, we were sure that on that night a lot of fathers would be out in their car waiting, while listening to the radio or scrolling through Facebook. That way, we knew that a lot of fathers would get our message at the right moment.

On the one hand we could build an emotional connection with the consumers because of the recognizable situations and our encouraging message. On the other hand, we showed that Mitsubishi is built for life, like those father moments.

Over the night of Saturday June 8th to Sunday June 9th, from now on officially known as Father’s Eve, we aired a 2-minute radio commercial nationwide. Every hour, all night long. At 1,2,3,4 and 5am the radio commercial was broadcast on 6 national stations, both in Flanders and in Wallonia. At the same time a Facebook post linked to Soundcloud went live. The commercial played on the thoughts that every father sometimes has: What's my kid doing now? Do they really only drink Coke Zero there? And why is she already 7 minutes late?

Our Father’s Eve spot had a wide reach. We reached listeners from 6 radio stations in Flanders and Wallonia and our Facebook post had a reach of 24K.