Mitsubishi wanted to promote their L200 Warrior model across the UK and prompt brand consideration and immediate response to help drive footfall into dealerships. A key aim was to deliver this efficiently by building coverage up from a local level to support certain dealers. Radio allowed Mitsubishi to chose stations that effectively targeted the primary audience of 'working men' - C2D 25-44. An airtime radio campaign was implemented as the primary driver for getting potential customers into dealerships.
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