With the campaign “The Legend of Legends” we had a very clear challenge: we needed to generate traffic to the Mitsubishi Motors website and generate pre-booking of the brand’s new car in Brazil, the Mitsubishi Pajero. And this is exactly what we accomplished. Through content that was attractive to the public, we increased access to the site in 570%, we created the desire in consumers and most important of all: 100% of the cars were pre-booked.

To launch the Mitsubishi Pajero in Brazil was a great challenge: the high price of the car while the Brazilian market suffered a recession increased the difficulties. And we needed to generate pre-booking of the vehicles through the website and consumers’ contact with the dealerships. Besides this, the Mitsubishi Pajero is considered an off-road automotive legend in the country. And for the launch of a new model, the vehicle deserved a campaign that generated impact, that would be featured in the news and turned consumers’ interest into sales.

A car considered to be a legend in Brazil deserved a campaign created by other legends. From this idea the campaign “The Legend of Legends” was born, where we have three legendary Brazilian artists creating the new Mitsubishi Pajero Sport campaign, through an unprecedented collaborative process: Fernando Meirelles, movie legend. Sebastião Salgado, photography legend. And maestro João Carlos Martins, music legend. The coming together of the legends with the car generated unique content where we could keep up with the artists’ creative process. And, in the end, the result of their work was revealed: a short film that narrated the adventure of a photographer and his car, in the middle of nature, searching for a legendary photo. The three artists, besides contributing to their creative work and refined craft, acted as true influencers, impacting a public with high purchasing power that is used to appreciating the world of art.

The three artists imparted with a great amount of artistic sensibility for the campaign, catching the attention of an audience with high purchasing power, that is used to keeping up with the art world. The media deliveries were done according to this public, with a lot of digital media that delivered the content directly to them. And even using traditional media, such as cinema and television channels, that are present in this audience’s life. The artists’ celebrity status also contributed to a PR strategy, as they acted as real influencers, getting the public’s attention even before the campaign was launched. Keeping up with the artists’ creative process was also of interest to a great part of the population, mainly due to the uniqueness of the campaign. For this reason, the campaign had such an impact on social networks.

In the first phase, the gathering of these three legendary artists and their creative process generated content that was split into four films. The episodes were uploaded to a special website where it was possible not only to watch the films but also access content about the artists, about the car and an exclusive pre-order of the new model. In the second phase, we released an integrated campaign created by the artists which completed the content for the website and was also aired in all sorts of different media, from TV and movie theaters to social networks, where the campaign was delivered to the brand’s target audience.

Most important: 100% of the cars were pre-ordered. Accesses to the Mitsubishi site were up 570% during the first week of the campaign. 7,4MM in earned media. 15MM views on the internet.