Mitsubishi Invites Consumers to Virtually Test Drive the Mirage G4 -- With Their Smartphones

Dual-Screen Experience Tries to Lure Younger Drivers

Published On
Jul 18, 2016
Mirage G4 Night Drive

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Mitsubishi is using interactive video and mobile to lure younger buyers to its 2017 Mirage G4, an inexpensive car that is a sibling to the Mirage hatchback, which skews older. The campaign, called "Night Drive," calls for people to use a smartphone, along with a desktop or laptop, to virtually test features on the G4 on a midnight racing track.

At one point, for example, users are asked to tap a break button on their smartphone. That begins a demonstration of the brand's "hill start assist" feature, which in real life makes it easier to start the car off a steep uphill slope by preventing it from moving backwards. The agency on the campaign is 180LA. The video's soundtrack is by Los Angeles-based DJ Nosaj Thing.

"A lot of times it's hard to get people into the dealership to experience a test drive," said Francine Harsini, senior director of marketing at Mitsubishi Motors North America. "This is a new marketing launch for us. So this enables people to get familiar with the brand, but also with the car and then get into the dealership."

At the end of the experience, users get a highlight reel of their experience in the form of a GIF that can be shared on social media, where it will also run ads driving viewers to

Read more about auto brands' "virtual showrooms" in a feature on


Jul 18, 2016
Brand :
Client :
Agency :
180 LA
Advertising Manager :
Kimberly Ito
Director, Interactive Marketing :
Vanessa Lam
Chief Creative Officer :
William Gelner
Executive Creative Director :
Eduardo Marques
Executive Creative Director :
Rafael Rizuto
Digital Creative Director :
Karan Dang
Art Director/Designer :
Chris Welsby
Brand :
Cooper Olson
Digital Copywriter :
Caspar Bock
Digital Art Director :
Toon Leysen
Senior Digital Designer :
Delaney Maher
Senior UX Design :
Stacey Savage
Creative Technologist :
Jefferson Wu
Executive Digital Producer :
Stephen Fahlsing
Digital Producer :
Chianne Peterson
Digital Art Director :
Elias Morales
Copywriter :
Drew Botcherby
Art Director :
David Miller
Group Account Director :
Rachel Gilmour
Account Manager :
Alexandra Pickett
Planning Director :
Michael Allen
Social Media Manager :
Natalie Rodriguez
Social Content and Engagement :
Faye Ehrich
Production House :
Director Project Management :
Crystal Solomon
Interactive Creative Director :
Joe Sciacchitano
Lead Developer :
Lindsey Siehda
CGI Artist :
Dimitri Bourdos
Composer, Audio Engineer :
Joe Philips
Senior Director, Marketing :
Francine Harsini
Advertising Manager :
Kimberly Ito

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