Mitusbishi Lancer was no longer a cool entry-level car for young Thais; trendier Japanese models were forcing Lancer sales into decline. We had to rejuvenate the brand, actively engaging with young consumers. Research revealed that Thai youth are no longer self-effacing, but desire instant fame and fortune. They’re fascinated by new reality-shows, considering them the means of making a mark and speeding up social ladders. “Evo Challenge”, the first Thai-originated reality show, exploited their lack of inhibitions. This was a chance for contestants to liberate their inner-selves, with car as hero and the crucial means of achieving their fame-seeking ambitions.

Over US$1million (200% ROI) brand exposure value was achieved (TV, print, online). The programme rating tripled in 3-weeks, a top 10 for that channel, and over 10,000 people visited the website. Lancer sales for December after the Bangkok Motor Show rose over 50% (vs 8% rise for 2005)

Evo Challenge was an original creation of tailor-made brand programming that challenged contestants to “Unleash Their Sports’ Spirit”. Effectively, the brand and contestants were the creative, a with top-of-the-range Lancer Evolution acting as aspirational hero throughout filming and participants becoming dynamic brand ambassadors. Never a boring infomercial, the high-octane show demonstrated brand performance and resilience across numerous terrains and challenges. This production approach was dramatic, glamorising car and contestants alike and creating inspirational viewing for ambitious young Thais.

Evo Challenge launched with an on-ground recruitment event in Bangkok (promoted via TV and print). Nearly 4,000 applicants competed for the 14 places. Teasers on TV, print and within Mitsubishi show-rooms preceded the airing of each of the 13 hour long episodes, helping to make it into a top 10 rated programme, with Mitsubishi Lancer unpretentiously demonstrating its prowess in nearly every minute. A dedicated website carried programme updates and allowed thousands of viewers to vote for their favourite contestants.