Carlton Film Promotions saw a great opportunity for Mitsubishi to build on its sponsorship of ITV’s Fight Night. With the upcoming release of the film Rocky Balboa, Carlton Film Promotions proposed that Mitsubishi and Twentieth Century Fox came together to embark on a promotional partnership.

Key Results

ToMitsubishi experienced the highest ever response to an ITV sponsorship, with over 20% of respondents requesting more information on the Mitsubishi L200.

Mitsubishi creative with Rocky music and branding reached 5 times the number of responses as the same creative without Rocky branding.

The time from initial concept to the promotion going live took only 8 weeks.

The promotional campaign included TV spots, press adverts, dealer support and a competition.

Mitsubishi built on their sponsorship of ITV's Fight Night by creating joint bespoke branded bumpers with Rocky Balboa which invited viewers to text Rocky to 63330 for additional information on the Mitsubishi L200 and Rocky Balboa.

Press adverts also supported the promotion, portraying the prize incentive of a holiday to Las Vegas to see a big fight live, provided by Twentieth Century Fox.

The promotion carried through into Mitsubishi dealerships. All consumers who test drove the L200 were given a thank you prize from Mitsubishi consisting of a pair of preview screening tickets to see the film.

To complete the campaign, Mitsubishi booked the premium advertising position in cinema around Rocky Balboa.