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Problem Statement

Mitsubishi needed to launch the new Xpander in Indonesia’s competitive SUV market, where a competitor dominated consumer preferences. Our goal was to attract new customers while engaging existing Mitsubishi owners, capturing attention in a crowded market.

Insights

We targeted mid- to high-affluence consumers for the Xpander, recognising their preference for family-oriented SUVs that offer advanced features and convenience. These consumers prioritise practicality and well-equipped vehicles, which aligns perfectly with the Xpander's key attributes

Strategy

ADA launched a targeted awareness campaign featuring customised creatives and messaging tailored to key segments based on consumer intent using XACT. The campaign also included a monthly creative refresh to engage different segments and capture their attention.

Execution

•Developed an awareness campaign focused on driving traffic to a dedicated landing page, introducing users to the features and benefits of the Mitsubishi Xpander.

•Utilised ADA's XACT tool for audience segmentation, targeting consumers based on intent and interests across categories like Automotive, Lifestyle, Entrepreneur,Music, Travel, and Urban Areas.

•Created customised key visuals tailored to specific target segments, highlighting features relevant to their interests, such as spaciousness for families.

•Implemented a monthly creative refresh strategy
to update visuals and messaging,ensuring the content remains engaging and relevant.

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