Deutsch, Mitsubishi Continue "See What Happens" Campaign

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What happens next?
Last week, Deutsch/L.A. debuted the second installment in its integrated "See What Happens" campaign for Mitsubishi. Like the first installment, which aired during the Super Bowl and prompted viewers to visit to see the end of the spot, "Chasm" ends in a cliffhanger -- in this case, literally. In the commercial, directed by Bob Industries' Jason Smith, we see the Mitsubishi Galant GTS going head to head with the Honda Accord EX in a game of chicken, as both cars race to the edge of an unfinished bridge to the manic Devo track "Uncontrollable Urge." Again, viewers are driven to the campaign's web component to see what happens to the Accord.

"The idea is to get the commercials to get people to the information [on the website]," says Deutsch/L.A. ACD Vinny Picardi. "You can see the finish of the spot, but more importantly you can find out everything you could possibly want to know about the Galant. The website is chock-full of information for anyone who would want to buy a Mitsubishi." Since launching during the Super Bowl in early February, the site -- which features other test footage and specs -- has logged 4 million unique visitors, a high number of which have been qualified buyers, according to Picardi. "It was unprecedented in our experience and in the industry's experience as well," he says. As for the design of the site, Josh Rose -- creative director at iDeutsch/L.A. -- says the objective was "to get out of the way of the concept."

"We know that over 80 percent of people who want to buy a car go online, and we just want to help them get to the dealer as soon as possible," he says. "This has been a true collaboration between the client and the agency, as well as a true integration of media within the agency. I think there are very few places that can think like that."

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