The heavyweight campaign runs to November and will support the rollout of the new Colt in Metro International editions in France, Spain, The Netherlands, Sweden, Denmark, Italy and in Metro UK.
There will be two waves of activity in each Metro International market. Each will start with a full cover-wrapped newspaper handed by distributors in branded clothing. This will be followed by a burst of half-page ads.
Metro International will provide Mitsubishi with a new ad format in that some ads at the foot of the page will be in the shape of the new car and appear to cut in to the editorial above.
The creative work has been devised by Amsterdam-based Strawberry Frog with media planning and buying by Omnicom's Davinci Selectwork.
The new Colt is targeted at women aged 18-35, well matched to Metro International, which says that it delivers 3m of this demographic every week in Europe.
Piers Johnston, Mitsubishi's European media manager, said: "We are using Metro International for three main reasons. First, it provides true pan-European coverage of our target demographic, females 18-35. Second, Metro offers innovative creative solutions that really stand out and fit perfectly with our Colt launch campaign.
"Third, Metro's flexibility allows different advertising dates by market as well as different creative. All the elements are in place for a highly successful campaign."
Metro International has newspapers in France, Spain, Italy, Sweden, the Netherlands, Hungary, the Czech Republic, Poland, Finland, Denmark and Greece, while Metro UK publishes six editions including London, Manchester and Newcastle.
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