Lead The Team — The Space Between

The Brief

Reimagine Mitsubishi’s sponsorship right of ‘Lead The Team’ during the Covid Lockdown, where no fans could physically lead the team into Twickenham and BT Murrayfield.

Campaign Execution

To celebrate the return of international rugby, Mitsubishi Motors asked fans in England & Scotland to capture the excitement they feel for the sport by designing a car wrap that was fitted to the iconic Mitsubishi L200 and led the two nations into Twickenham and BT Murrayfield. The competition was designed to appeal to a family audience, celebrate the return of international rugby and show what the game means to fans from grassroots to elite. The competition was supported with digital/social assets media, with both cars standing proudly at pitch side during the matches.

Results

The campaign reached more than 1.5m people through social, CRM and PR channels, which drove 19,568 unique page views on the Mitsubishi website. These views led to 1,572 unique downloads of the entry form, with 144 entries being uploaded.