Mitsubishi paints car into the background as part of shareable content campaign
Mitsubishi Motors has integrated its vehicle model ASX into a public market by painting it into the scenery as part of a new social campaign.
In collaboration with production company Kojo and artists Emma Hack and Thom Buchanan, the campaign aims to create shareable content while endorsing the ‘built for the city’ tag line.
The SUV was painted at Adelaide Central Markets, with the goal of blending the car into the scenery last Friday.
The 11-hour project is accompanied by two one-minute videos – a time lapse of the process and behind the scenes video – showing the process behind the art work, being shared across the Mitsubishi website and social media.
Credits
- Artists Emma Hack and Thom Buchanan
- Location Adelaide Central Markets
- The creators of the original wall art Vans the Omega and Kab101
- Production Company Kojo
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Could someone run some analysis on this to see just how much sharing happens/happened. And to what end? I hope it’s a great success for them, but call me old fashioned (and many do) as I’m not convinced this is really that “shareable”. Clever, and mildly interesting, but hardly water cooler stuff (see, I am old fashioned).
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Just because you can doesn’t mean you should.
Vehicle styling is a key factor according to 74% of people making up their mind which vehicle to purchase (Deloitte, December 2014).
While this is a very clever piece of artwork, I doubt anyone will be rushing to a dealer saying “I want to buy a new car – one that looks like that”.
(Will look good in the portfolio though).
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does any body here knows the name of this model of mitsubishi?
https://www.youtube.com/watch?v=lMJyXLKaNao
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