In addition to dealing with the tough market for new cars right now, Cutter Mitsubishi had the additional challenge of moving to a new location that customers were unfamiliar with. How to attract young, 18-34 year old car buyers and increase Mitsubishi sales?

As Sheila puts it herself, “The campaign was innovative, comprehensive and targeted our audience precisely. We saw car sales increase because of this campaign which culminated in a CD release party, starring an all star cast of local talent.”

Partner Cutter Mitsubishi with a local promoter looking to throw a CD release party featuring hot local artists. Anyone who test drove a Mitsubishi got a free ticket to the concert at the dealership. Anyone who bought a car got VIP seating to the concert and a free iPhone!

Cutter Mitsubishi sold 14 cars in the three week promotional period. Cox delivered a class concert, plus free food and beverages. The two clients had needs that fit well together. What do young people like? Music and electronics! Pat Ah You, GSM for Mitsubishi, said the people who came to buy cars were definitely younger which he attributed directly to the targeted radio advertising.