2. Mitsubishi Motors Corporation Kameron Williams, Karla Kunz & Regina Low

3. MMC Mitsubishi Motors Corporation Japanese company with strong German- American Alliance Partner with Daimler-Chrysler Corporation –Owns 37% Publicly Traded company based in Tokyo, Japan

4. MMC (cont.) 1917: Produced first automobile 1970: Began selling automobiles in the US under the Chrysler brand 1981: Created MMNA (Mitsubishi Motors North America) –Including United States, Puerto Rico, Caribbean

5. MMNA Mitsubishi Motors North America Fastest growing Japanese automaker in North America 1988: Started building cars in America using Japanese parts 2002: Expanded into Canada 2003: Expanded into Mexico

6. Manufacturing Most cars manufactured in Japan and exported to America 2 units of automobiles assembled in Normal, Illinois with parts from Japan –Eclipse –Galant Reasons: –Most popular cars in the North America –Easier to meet the American Standards

7. Product Line CARS Eclipse Eclipse Spyder Lancer Lancer Evolution Diamante Galant SUVS Endeavor Montero Montero Sport Outlander

8. WAKE UP AND DRIVE!

9. “Wake up and Drive” Most recent campaign Automobiles included: –Eclipse –Lancer –Endeavor –Outlander Talk about the car and watch the commercial for it. Look for campaign slogan Who is driving the car –Age –Gender –Dress Driving conditions –Day or night

10. Eclipse Starts at $18,200 2 door sports coupe Target: –18 to mid-twenties –Male and female –Single –Middle-class Position displayed in commercial

12. Lancer Starting at $14,000 4 door sedan Target: –18 to mid-thirties –Male and female –Single or married –Lower to middle class Position displayed in commercial

14. Endeavor Starting at $26,000 Full size SUV Target –25 to forties –Young families –Middle to upper- middle class Position displayed in commercial

16. Outlander Starting at $19,600 Mid-size SUV Target –25 and up –Wide buyer market –Lower-middle to middle class Position displayed in commercial

18. Statistics Mitsubishi has the second youngest demographic of all foreign automakers in the United States. They are second to Volkswagen. –Average age of a Volkswagen owner is 37! –Average age of a Mitsubishi owner is 38!

19. ARE YOU IN? www.mitsucars.com

20. Deutsch Inc. Advertising Agency for Mitsubishi

21. Highlights Started out as David Deutsch Associates, Inc. in 1969 in New York City. Started as a creative boutique. Now they are a full service agency. In 1984 Donny Deutsch became the CEO and changed the name to Deutsch Inc. In the 1990’s they developed a reputation for having smart, effective, bold and creative work.

22. Highlights In 1995 Deutsch LA opened. It had a reputation as one of the strongest creative agencies on the West Coast. Grew from 8 people to 300 people in the first 4 years! In November of 2000, Deutsch Inc. was acquired by the Interpublic Group of Companies (IPG), a publicly traded company on the New York Stock Exchange.

23. Timeline 1969: Founded by David; known for tasteful, well- crafted print work –Clients included: Oneida Silversmiths, Gulf Air and Damon Sportswear 1980: Donny joins –Total Billings: $12 million 1984: First T.V. ads done for Tri-State Pontiac Dealers Association; Donny named president and CEO and renames company 1989: IKEA added –Total Billings: $70 million 1990: David retires

24. Timeline 1992: Donny works as a consultant for the Clinton- Gore campaign –Total Billings: $135 million 1993: Lenscrafters added –Total Billings: $180 million 1995: Deutsch LA is opened –Total Billings: $330 million 1996: directDeutsch launched –Total Billings: $379 million 1997: iDeutsch launched –Named: Adweek Eastern Agency of the Year –Total Billings: $500 million

25. Timeline 1998: Won Mitsubishi campaign- worth was $250 million consolidated –Named: Adweek National Agency of the Year –Named: Advertising Age National Agency of the Year –Total Billings: $800 million 1999: Began PR/Promotions; First integrated pharmaceutical business from Pfizer –Named: Adweek National Agency of the Year –Total Billings: $1.2 billion 2000: Became part of IPG Network –Deutsch LA named: Adweek Western Agency of the Year –Total Billings: $1.5 billion

26. Timeline 2001: Nearly Tripled revenue in three years! –Named: Adweek National Agency of the Year –Total Billings: $2 billion 2002: Opens up offices in Toronto, Canada and Miami, Florida –Named: Advertising Age National Agency of the Year –Named: Adweek National Agency of the Year –iDeutsch named: Adweek Interactive Agency of the Year –Total Billings: $2.4 billion

27. Locations New York City, New York Chicago, Illinois Los Angles, California Toronto, Canada Miami, Florida

28. More Deutsch Inc.’s Advertising Campaigns: Almay* Bank of America * Coors Light Directv Expedia.com J.D. Edwards Lenscrafters* MCI * Mitchum* Mitsubishi Motors of North America Monster* * Indicates client in New York. All others clients in LA.

29. More Deutsch Inc.’s Advertising Campaigns: Novartis Lamisil* Novartis Zelnorm* Real California Cheese Revlon* Snapple* Starwood Hotels and Resorts* Tommy Hilfiger* * Indicates client in New York. All others clients in LA.

30. Advertising for Mitsubishi Television Radio Print Banner Website Brochures Outdoor Direct Mail

31. Mitsubishi Campaign In the 90’s Mitsubishi recognized a problem: –How could they establishing a clear image with their potential American customers? Wanted to create an offbeat, hard to forget TV ads. –“Little Pieces of Entertainment” In 1998 a concept was developed: –Show what young people like to do in their cars: sing along with the radio. Deutsch preferred to feature unusual music. –Example: “Start the Commotion”

32. Impact BIG car buying response to their ads. –Sales 1997: 200,000 units –Sales 2001: 322,393 units –Goal is to hit 500,000 in the next 5-10 years High Brand Awareness was created in young customers. –Increased 39% in 3 years Deutsch LA won 8 awards for television, radio, and print ads for “Start the Commotion.”

33. Other Mitsubishi Campaigns "Ready to Go" Republica –1999 Galant Launch "Lust for Life" Iggy Pop –1999 Galant Launch "Spybreak!" Propellerheads –2000 Galant "Ooh La La" (Re-recorded) –2001 Galant

34. Other Mitsubishi Campaigns "Crazy Train" Ozzy Osborne –1999 Montero Sport "Superfly" Curtis Mayfield –2001 Montero Sport "Get What You Give" New Radicals –2001 Montero "20th Century Boy" T-Rex –2001 Montero Sport

35. Other Mitsubishi Campaigns "Pick Up the Pieces" Average White Band –2000 Eclipse "In the Meantime" Spacehog –2000 Eclipse "Ladyshave" Gus Gus –2001 Eclipse "I See You Baby" Groove Armada –2001 Eclipse Spyder

36. Other Mitsubishi Campaigns "Start the Commotion" Wiseguys –2001 Eclipse "Shaft" (Re-recorded) –2001 Eclipse Spyder "Days Go By" Dirty Vegas –2003 Eclipse

37. Other Mitsubishi Campaigns "One Week" Barenaked Ladies –2002 Lancer “Breathe” Telepopmusik –2003 Outlander “Low Fashion Lovers” The Clone Defects –2003 Lancer Evolution www.deutschinc.com