Mitsubishi was after a unique ad campaign to help them promote their new 2008 Lancer sedan. The key target audience of 18-35 year olds wouldn't be as impressed with mainstream marketing efforts, so the carmaker created a contest open to University students to secure some help.
Monica Walker, a 22-year-old business student at Queens University in Kingston was awarded the top prize in the competition- the keys to a new Lancer or Eclipse, valued at over $30,000.
The sixteen-judge panel, comprised of various members of industry, corporation and institution, was impressed with Ms. Walkers presentation regarding her innovative campaign.
Jennifer Hutcheson heads up Mitsubishi Canada's marketing efforts. Of Monica Walkers proposed campaign, she says "we were so impressed with Walker's ideas that we hope to incorporate some of them in our 2008 Lancer marketing campaign. In addition, this competition was an excellent opportunity for us to partner with McMaster University's DeGroote School of Business and work directly with our key target audience."
Walker looked at the contest more as a learning experience. "This competition was a great opportunity to create a marketing plan that would appeal to young adults. I also thought that it would be a great way to obtain some insight from industry professionals" she said.
Still no word on whether or not she chose the Lancer or the Eclipse as her prize.
Monica Walker, a 22-year-old business student at Queens University in Kingston was awarded the top prize in the competition- the keys to a new Lancer or Eclipse, valued at over $30,000.
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| 2008 Mitsubishi Lancer GTS |
The sixteen-judge panel, comprised of various members of industry, corporation and institution, was impressed with Ms. Walkers presentation regarding her innovative campaign.
Jennifer Hutcheson heads up Mitsubishi Canada's marketing efforts. Of Monica Walkers proposed campaign, she says "we were so impressed with Walker's ideas that we hope to incorporate some of them in our 2008 Lancer marketing campaign. In addition, this competition was an excellent opportunity for us to partner with McMaster University's DeGroote School of Business and work directly with our key target audience."
Walker looked at the contest more as a learning experience. "This competition was a great opportunity to create a marketing plan that would appeal to young adults. I also thought that it would be a great way to obtain some insight from industry professionals" she said.
Still no word on whether or not she chose the Lancer or the Eclipse as her prize.