The multimedia campaign will run in August and September to back the recent "Where will Mitsubishi Colt take you?" TV campaign.
Direct work includes a mailing targeting cold prospects that aims to drive enquiries to car dealerships with the offer of a test drive. The creative backs up the underwater theme used in the current TV advertising.
Like the TV campaign, it has a strong female bias and also targets two newer audiences -- "nest builders" (urban dwellers in their late 20s to early 30s) and "unconstrained couples" (younger than empty nesters but with no constraints financially).
This is backed up by an extensive media campaign, planned and bought by Manning Gottlieb OMD, which features on large outdoor sites, TV channel ITV and Channel 4 and satellite and on and off-screen cinema advertising.
This will be pre-hyped with an online competition, PR and the DM work.
The creative has been produced centrally for Europe through Strawberry Frog.
Peter Edwards, account director at Manning Gottlieb OMD said: "In such a crowded market and competitive market, it is important to remain front of mind. The whole campaign is about diversity -- diversity of media and audience. We have purposely looked at two audiences not normally tapped for this class of car."
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