October 23, 2018

Mitsubishi Motors North America, Inc. (MMNA) announced a new Hispanic marketing campaign to support the brand’s 2019 crossover utility (CUV) family. The campaign entitled “United by Rhythm” utilizes the classic hit song “Piel Canela” by Bobby Capo to showcase the universal passion and emotion consumers of all ages have for music.

Through music with timeless significance, Mitsubishi Motors taps into the passion points of the Hispanic community and highlights its lineup of vehicles ready to drive consumers through all stages of life. Honing in on the brand’s established CUVs, the spots highlight the Eclipse Cross, Outlander and Outlander Sport.

“We are proud of how Mitsubishi resonates with the Hispanic population and have made it a priority to strengthen that connection to the brand,” said Francine Harsini, chief marketing officer, MMNA. “Our lineup of CUVs has something to offer everyone, and the brand is dedicated to offering our consumers the affordable and dependable vehicles they require to take on life.”

The new campaign comes at a time when Mitsubishi is in the midst of a strong and robust commitment to the Hispanic community. Since 2014, Mitsubishi’s Hispanic TV investment has increased 103 percent with presence across top networks including Univision, Univision Deportes, Telemundo and Galavision. As of this year, the brand also expanded into social with the launch of the all-new 2018 Eclipse Cross and has already become one of the top performing audiences.

The “United by Rhythm” campaign will take a 360-approach in terms of placement with advertisements running across top Spanish language television and radio stations including sports and daytime TV integrations. Additionally, the campaign will be featured on digital and social media in sports, music, entertainment and lifestyle environments.

 

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