Mitsubishi's Print IQ campaign

Mitsubishi Motors in the UK is celebrating the launch of the world’s first four-wheel drive, plug-in hybrid SUV – the Outlander PHEV – with a station-specific Outdoor advertising campaign, bringing hyper local messaging to commuters travelling in and around Central London.
This activity forms part of a major campaign to launch the Outlander PHEV which commenced with the advertiser’s return to TV spot advertising after a 5 year hiatus. The hyper targeted OOH campaign uses the context of train stations to inform commuters of the sustainability of the marque with JCDecaux’s Print IQ technology. With creative by Golley Slater, each poster is personalised to feature the station where it is posted, with messaging such as: “We’ve made it affordable for the people of Clapham to drive a 4WD SUV around London” and “We’ve made it affordable for the people of Wimbledon to drive a 4WD SUV around London”.
The posters also reference major London hubs: Waterloo, Victoria, Liverpool Street, Euston, Cannon Street, and London Bridge, and key commuter stations, such as: Epsom, Herne Hill, Greenwich, Guildford and Woking.
Kate Woodward, General Manager of Communications at Mitsubishi Motors in the UK, said: “We are using Print IQ as part of a multi-channel integrated launch campaign for Mitsubishi’s all-new, game-changing Outlander PHEV. It’s the first time that we have used Print IQ and so far we have been very impressed with the flexible messaging that the platform can offer”
Steven Bedwell, Client Account Director at Manning Gottlieb OMD said: “As such a game changing model, we knew the Outlander PHEV needed a truly innovative OOH campaign. This intricate and cleverly targeted campaign has been a fantastic collaborative effort between Manning Gottlieb OMD, JCDecaux, Golley Slater and Mitsubishi Motors in the UK, and the results made achievable by JCDecaux’s Print IQ technology is something we are very proud of.”
Mike Leeson, Managing Director of Golley Slater Cardiff, said: "Print IQ has allowed us to serve up highly personal messages to a highly localised audience - it's a bit like running a direct marketing campaign using Out-of-Home. This revolutionary media is a perfect match for a product as revolutionary as the Outlander PHEV."
The activity is part of Mitsubishi Motors in the UK’s largest ever cross media campaign planned and booked by Manning Gottlieb OMD and Talon, and will run on JCDecaux’s premium Outdoor locations, including recently launched The A40 Spire, across London this June.