Mitsubishi Motors Corporation launched its "New History" corporate advertising and publicity campaign on Sunday May 6.

Having recently strengthened further its partnership with DaimlerChrysler, MMC will use the New History campaign to publicize the fact that the New Mitsubishi Motors is now on the road in earnest, thereby aiming to restore consumer confidence and stir up a sense of expectation in the market.

Campaign outline

The New History campaign is scheduled to run for some six months: starting at the end of Golden Week on May 6 and on through to the first part of November and the Tokyo Motor Show. The campaign will serve as a publicity vehicle for informing customers and the general public of the wide-ranging reforms being implemented at MMC, as well as providing details of a new model to be announced in June and other new models the company will bring to market. The New History campaign will culminate with the unveiling at the Tokyo Motor Show in November of several concept models that will provide customers with an idea of the new direction car development and building is taking at the New Mitsubishi Motors.

In addition to print media and television advertising, the company will promote the campaign using posters and other means at its car dealerships and affiliated companies throughout Japan.

Print advertising and TV commercial message:

A new auto company is born - one bearing the name Mitsubishi.
Mitsubishi Motors has started to write a new chapter in its history.
Taking on board a new partner, the company now sports a new organization with totally new management and quality control.
MMC is adopting a much more global approach to both product development and to the global environment.
Sales and after-sales services will gain a much tighter regional focus.

"What benefits can we offer those who enjoy their cars?"
This is the standpoint from which MMC sets off on its new quest.
Cars - which encourage their owners and passengers to enjoy their dialogue with the Earth;
as they wish, to their heart's content
Cars - the time spent in which enriches our lives.
A new auto company is born - one that creates and build only cars which embody such qualities.

TV commercials symbol character

In TV ads, computer graphics are used to trace the metamorphosis of a car-shaped pupa into a brand new and beautiful life form-a butterfly. The accompanying music uses a cover version of the Beatles' Magical Mystery Tour.

Why a butterfly?

From pupa to butterfly.
A symbol of renewal, of birth, of metamorphosis,
It also embodies the dream of sailing the skies.

Our idea for a new type of car.
A hybrid that melds aesthetic beauty and function:
Symbolizing harmony with the global environment,
It also gives true joy of ownership and fun-to-drive qualities

Building into our cars a new kind of value,
Cars that win unqualified customer satisfaction.
Herein lies the target for the New Mitsubishi Motors

And hence our choice of the butterfly campaign symbol.