An oldie but a goodie: We needed to do Mitsubishi’s first ever feature-driven “technical” campaign while keeping with the existing tone driven by high-energy music. 

Our solution was to create a website with all the specific technical details about the tests, then create high-energy music-driven TV spots showing the tests interpreted in real-word environments. 

The spots had cliffhanger endings which led viewers to the website to see the rest of the action. This was in 2004: before YouTube, Twitter, facebook, iPads and Smartphones. 

We launched the campaign on the SuperBowl and it was the highest-rated car ad of the game. High web traffic temporarily broke the site, and Galant sales increased 38% over the following 6 months.

The website auto-played the rest of the commercial as the competitor's car spun, fell or smashed into oblivion while the Mitsubishi emerged unscathed. From there you could watch the actual tests on the test tracks, explore the MItsubishi lineup of cars, and schedule a test drive with your nearest dealer. Galant test drives more than doubled after the campaign launched, and sales increased 38 percent.