-Starting October 1, Mitsubishi Motors
Corporation (MMC) will run a series of teaser advertisements based on
the catchphrase "Majime.* Majime. Majime.
Colt" for its soon to be released Colt subcompact car.
The Colt boasts a high level of quality gained as a direct result of
the alliance between MMC and DaimlerChrysler. In line with this, the catchphrase
represents MMC's confidence and seriousness when it comes to the car's
quality.
Blue was chosen as the campaign's key color to denote the clean, modern
feel portrayed by the Colt as well as give the ads a touch of class. The
ad campaign will use newspapers, radio, billboards, the Internet, and
P-O-P items.
A musical promotion will also run at the same time to make the Colt name
more widely known amongst younger consumers. This centers on backing a
number of events including nationwide rock concerts and Paul McCartney's
autumn tour of Japan. A compilation album titled "Colt Music Files" will
be released in conjunction with Sony Music.
*Majime: Serious, reliable.
