Sisarv Marcom Agency, the digital marketing agency for Mitsubishi’s representative in Iran, Arian Motor, plans, executes and manages this brand’s advertising activities. In regards to the strategy meetings focusing on the matters of market expansion and brand promotion between the specialists at Sisarv and Arian Motor, the necessity of an influential ad campaign in the car industry stood out. With this concern outspoken, multiple brainstorming sessions were held by the Sisarv creative team that resulted in a campaign called “For My Sake”.
An Ad Campaign with a Goal Other than Sales!
Social responsibility is considered to be the brand’s soul. Mitsubishi’s socially responsible activities lead to better social awareness amongst consumers regarding the brand’s social identity. This reinforces the brand image in consumer minds alongside other factors such as price and quality.
A social responsibility ad campaign was proposed since Arian Motor demanded a “unique and influential” campaign for Mitsubishi’s activiy in Iran in order to promote more responsible driving. The planning and execution process of this campaign began when Arian Motor accepted the primary idea and approved it as a fitting strategy.
Several scenario ideas were generated and the “For My Sake” scenario was the winner. A comprehensive plan was created that covered every aspect of this campaign from video production to creating contests on social media and many other similar activities such as influencer marketing and the participation of celebrities.
Video production was probably the most sensitive part, mainly because it formed the body of this campaign. This scenario consisted of some kids being asked to participate in a PlayStation car race with a prize in case of winning. However, they had to be careful since they only had one life in the game and a cell phone was set next to them in order to distract them.
Due to the importance of video quality, the pre-production phase was designed and executed extra carefully so that the production could begin. This project took 45 days and during this period, 70 children were auditioned.
Why Distracted with the Phone While Driving?
Commitment to social responsibility and social wellness and development play a significant role in creating a strong brand image amongst consumers. Therefore, social responsibility is a true value creating strategy.
Many brands around the globe have launched campaigns around the message of “Don’t text and drive” but none had acted significantly addressing this issue. On the other hand, in present-day Iran, using social media such as Instagram and Telegram have become so rampant that the drivers use their phones while driving and therefore, the need of taking necessary actions to address this issue is felt more than ever.
By launching this campaign, we tried to create proper advertising content to show and focus on how Arian Motor cares about its drivers’ safety rather than solely focusing on Mitsubishi’s car features.
Follow the campaign at http://www.bekhatereman.ir/
You can also see the video here.