Instead of making the journey home through the streets of NYC in a taxi – an experience that does not legally require a car seat – the three families participating in Mitsubishi Motors’ “First Ride” event opted for a ride home from the hospital with their newborns in a fully-equipped 2014 Mitsubishi Outlander – an Insurance Institute for Highway Safety (IIHS) highest-rated “Top Safety Pick+” vehicle piloted by professional drivers. Their personal stories became a series of web films that contrast the craziness of the streets of NYC with the calm, precious moments shared between three newborns and their parents.

Mitsubishi was never in the conversation about safety, suddenly they were leading it. Having just launched beginning of April 2014:

130 news outlets picked up the story

63% increase in YouTube engagement

42% growth of social channels