The “4X4 that takes you farther” concept made us realize that it was possible to start the ad on one channel and make it travel farther on other pay TV channels. All the consumer had to do was use their TV remote control to test the concept of the car and be taken farther.For an action such as this, we looked for a partnership with Canais Globosat Network, the biggest pay TV programmer in Latin America that belongs to Globo Organization Group - one of the biggest groups of communication of the world.Its audience comprises 14,6 million viewers distributed among more than 4,3 million households in the country. It is the TV for signature that has de higher daily reach average: 4.8 million different viewers.Therefore, we selected some of Brazil’s most watched channels. In addition to that, we worked with 3 channels at the same time increasing the number of people impacted by the ad each time it aired.The campaign started with the ad on GNT whose target audience is women, it then goes to Multishow whose target audience is young people and it ends on Universal, which features series and blockbusters. The same action happened on the channels Telecine Action, Telecine Emotion and Telecine Pipoca that feature blockbuster movies all day long.

The campaign generated a positive perception of the product to a great number of consumers, since each time it aired about 250 thousand people were impacted. In addition, the innovative communication helped increase sales above production capacity.Today Mitsubishi Pajero Sport is seen as one of the main options in the market for the people that need to go farther, travel long distances with their families, safely, comfortably and with a durable vehicle, regardless of the terrain being driven on.

The product, even without technological innovations, in a category that is always innovating in this area, is now a classic and one of the top sellers within the manufacturer’s portfolio 5.500 cars sold per year representing 37% of the category’s sales.