Presenting an automotive revolution

From automated driving and electric motors to global satellite positioning - Mitsubishi Electric are innovating the future of driving.

Presenting an automotive revolution

To showcase their latest technologies and brief on their current research and developments, Mitsubishi Electric approached Tiga to plan and manage a product demonstration event for motor industry professionals.

This event was planned ahead of auto manufacturers’ annual round of tender requests”

Staged at the British Motor Museum, Tiga created a striking brand identity for the promotional campaign that focused on attracting a highly targeted audience through integrated email and social media outreach. The campaign creative – based around Mitsubishi Electric’s ‘EMIRAI 4’ concept car – provided the theme for the event that included several ‘product zones’ with huge displays, Audio Visual and interactive presentations. There were four vehicles, from various manufacturers, that contained Mitsubishi Electric technology, along with a couple of Mercedes S-Class for accompanied test drives, on display.

Two dozen Mitsubishi Electric product experts were flown in from Europe and Japan to staff the event, in particular the ‘Private Room’ where they provided early glimpses of products in-development to invited guests only.

Upon leaving, visitors were asked to complete a short tablet based survey. This not only helped Mitsubishi Electric to gain a valuable insight for future event planning, but also captured leads for their sales team to follow-up. Around 1/3rd of visitors completed the survey.


This post was written by:

Stuart Coe

Stuart is the Managing Director of Tiga Creative Marketing. He founded the agency over 30 years ago.
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