Mitsubishi Motors targets U.S. Hispanic Consumers

Mitsubishi Motors North America, Inc. (MMNA) launched a national advertising campaign aimed at U.S. Hispanics. The campaign, conceived by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.

The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. Mitsubishi Motors and Grupo Gallegos previously worked together on a digital campaign supported by radio and print in the Miami area.

“We are thrilled that when Mitsubishi Motors decided to increase their focus on the Hispanic market, they returned to Grupo Gallegos for support,” shared John Gallegos, CEO and founder of Grupo Gallegos. “The Hispanic population represents a huge opportunity for brands to expand their consumer-base and increase sales, a fact that Mitsubishi Motors has embraced with this new national campaign and communication focus.”

The campaign’s creative is built on the insight that Latinos grow up in a large network of family and friends who want to help with every decision. While family and friends may be well intentioned, the communications seek to encourage car buyers to find their own lane by selecting their own car.

The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision. As the bright cars zip across scenic backgrounds, he explains, “my car is my decision.” The visual then transitions to a dramatic black background with graphic text emphasizing the confidence and individuality of the consumer, ending on the Mitsubishi Motors logo.

Commenting on the campaign, Marty Orzio, Chief Creative Officer at Grupo Gallegos, stated, “We were able to play with the name Mitsubishi by teasing out the first two letters, mi, which means “my” in Spanish. This created a great opportunity for a memorable, brand-focused campaign. By utilizing a voiceover and graphic text, we were able to convey the message of ‘My Mitsubishi’ without requiring new footage or on-camera talent.”