People aspire for adventure. With the confidence of leading technology and formidable toughness, the Mitsubishi Pajero is fully equipped for serious adventure. The creative compares the lunar landscape with the Australian outback, and explains the need for a vehicle to be tough and technologically advanced.1) Prospects: mostly competitive vehicle owners, the target is challenged to explore the technology & toughness of the new 2005 Pajero. Invitation to book a test drive for the chance to win a trip to NASA. 2) Customers: the DM invited owners to join Mitsubishi on a new mission – and complete the owner survey.

1) Prospects: 56% of the campaign leads were generated from the DM with just 4.5% of the campaign spend. Quality leads generated with 36% conversion to sale. 7.15% of sales for the campaign period2)Customers: 10.6% response rate (from customers never before been marketed to by Mitsubishi). 212% above campaign response target