The Results

Total New Records
TV Campaign Reach
110 million viewers
Global YouTube Views

The Brief

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.

The Solution

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.

Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign.

— Gavin Milner, Creative Director at 180 Los Angeles (Mitsubishi's agency of record)