Mitsubishi Lancer 2008

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TESTIMONIALS

« The thing I appreciate the most with Astral Mix is the access I have to a pool of talents from all disciplines. »

Karine Courtemanche - Touché! PHD

"Astral Media Mix was really open-minded in terms of working with the brand, getting a sense of the brand and communicating it to the target demographic.”

Victoria Mendoza, Cadbury Adams Canada

"The interesting part was to sit together and figure out how to make the project work for you and for us. It was really a brainstorm of ideas, figuring out how to make it work the best for Rogers.”

Sylvie Chartré

« They keep their eye on our interest and try to offer us the bests medias opportunities because Astral’s entire portfolio is available, rather than one specific media.” “It means having someone to spearhead a campaign and ensure that our interests are represented inside Astral...

Lynda Zuliani – Loto-Québec

« The Mix allows us to develop projects and programs that go beyond your standard GRP buy and which truly integrate a consumer experience. »

Monique Brosseau – ZénithOptimédia

"Astral Mix is a partner with whom we can have access to multiple media that allow us to reach various niches. An interesting media mix that allowed us to expand our reach with great production quality."

Nathalie Bernier - Cossette

“The advantage of Astral Mix is the turnkey campaigns. It allows us to use many platforms for a campaign without having to speak with each different collaborator.”

Louise Gilbert – OMD Montréal

« The Mix worked with us every step of the way to make the campaign happen. We were able to bring the concept to life because of what the Mix was able to bring to the table.”

Kyle Lin – Doner Canada

“One of the advantages is that Astral Mix is a one-stop shop. You make a single phone call and you have access to a plethora of specialists in radio, TV and outdoor.”

Diane Patenaude – Carat

"The big advantage of doing business with the Mix is their neutrality with all the different tools one can use within Astral."

Claude Lamoureux – Bleu Blanc Rouge

Mitsubishi Lancer 2008

For the launch of the new 2008 Mitsubishi Lancer, the objective was to reach a very broad target, on top of Mitusbishi’s core 18-34. To maximize Lancer brand awareness, Astral Mix proposed a strategy that would capitalize on the unique relationship between the public and thier favorite Astral television channel.

Mitsubishi’s 30 second brandsell spot was integrated to 60-second spots that were versioned for each station. Depending on which channel it aired on, the spot put forward the features that are attractive to its particular audience. For example, on MusiquePlus the sound system was highlighted. On Séries+, it was the passion for driving. Technological benefits were featured on Ztélé and security was the focus on Canal Vie. In total, 8 different messages were produced and aired as a Zapper Trap. Broad reach with a focused, targeted message touching all of Astral’s TV audience in one fell swoop.