The Mitsubishi Outlander has been awarded a host of international accolades – including the Top Safety Pick from the Institute for Highway Safety and Best 7-Seater – but such awards often fail to resonate with consumers and influence their buying decisions. Mitsubishi needed a creative marketing campaign that would showcase the unique all-terrain features of their vehicles in a meaningful and engaging way.
Guinness World Records gave the Mitsubishi Outlander the ultimate challenge – a series of extreme record-breaking attempts undertaken on the icy wastelands of Ghost Lake Canada. The Mitsubishi Outlander and Outlander Sport smashed five world records including Shortest braking distance by a vehicle on ice and Fastest vehicle slalom relay on ice. The record attempts were filmed to become an online advert. The proposition proved was so successful that Mitsubishi broadened it into a heavyweight TV advertising campaign.
You can see all the videos for the 5 Guinness World Records titles below.
Fastest Vehicle Slalom Relay On Ice
Most Vehicle Figure-Of-Eights On Ice
Greatest Distance By A Vehicle In Reverse On Snow
Fastest Driven Square Lap On Gravel
Shortest Braking Distance By A Vehicle On Ice
Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign.