First we changed the common pins that hold weights in equipment into pins in the shape of the Mitsubishi L200 Triton. On the side, users could read the message: “No matter how much weight you put on, the new Mitsubishi L200 Triton can handle it. Mitsubishi L200 Triton. Strong and resistant, for real.” The Mitsubishi Weight Pin was put in 30 gyms around São Paulo. THE MORE WEIGHT THEY PUT ON THE EQUIPMENT, THE MORE THEY REMEMBERED HOW MUCH THE MITSUBISHI L200 TRITON IS A REAL STRONG TRUCK.

Taking into account that all of the gym users where the medium was implemented, the Mitsubishi L200 Triton Weight Pins reached more than 20,000 people in just one month. With one advantage: 70% of these people are within our specific target market. Many consumers commented on the project and the idea at the dealerships and when they were taking a test-drive of the Mitsubishi L200 Triton Weight Pins.