Innovative Campaign Cures Electric Car Anxiety!
TORONTO, April 13, 2012 /CNW/ - Vowing to eradicate any lingering
anxieties of electric vehicles, Mitsubishi Motor Sales of Canada
(MMSCAN) is launching its tongue-in-cheek Electriphobia Research
Institute at the 2012 Green Living Show.
The fictitious "Institute" pokes fun at common misperceptions about
electric cars and aims to rid Canadians of "the shocking new fear
sweeping the nation." A unique approach to electric vehicle (EV)
awareness, "Electriphobia" is a web-based campaign that will debut on
April 16 - highlights were showcased for media today at North America's
largest green consumer show.
Developed by Mitsubishi's agency-of-record, john st. advertising, the
Electriphobia campaign tackles some common misperceptions surrounding
electric vehicles - from the fear of electrocution to tailpipe anxiety
to coming to grips with no engine noise. It features a reluctant test
subject and the Institute's lab-coated "scientist" who prescribes
"The objective is to raise awareness about electric vehicles and share
truths about the game-changing technology in our all-new i-MiEV pure
electric vehicle. Through the 'Institute' we want to prepare EV
consumers for the experience of never again visiting a gas station,
having a tailpipe, or changing the oil," said Peter Renz, director of
marketing at MMSCAN.
"For Mitsubishi the campaign is timely, coinciding with the recent
launch of our all-new 2012 i-MiEV hatchback. i-MiEV is one of only two
pure electric vehicles available in Canada and that makes it a real
technological innovation, requiring an innovative marketing approach,"
Stephen Jurisic, co-creative director at john st. noted: "EVs are still
largely misunderstood. We wanted Canadians to really learn about the
Mitsubishi i-MiEV and, to do that, we had to get them to spend some
time on the Electriphobia.com website. So making it entertaining and
fun as well as informative was crucial."
The Mitsubishi i-MiEV is gaining traction among Canadian consumers and
fleet operators. Fourteen deliveries in March brought total i-MiEV
sales to 69 units since mid-December. British Columbia's Saanich
Police Department, the city of Calgary, Saskatchewan's SaskPower and
Hydro-Québec are among the early adopters to have purchased the i-MiEV.
Far from a fleet vehicle, most i-MiEV sales have been to consumers. To
date, MMSCAN has named 30 certified i-MiEV dealerships and expects that
number to grow in 2012.
The Mitsubishi i-MiEV, a five-door, 4-passenger, subcompact hatchback
with a range of up to 155 km, is on display at the Mitsubishi booth
(#1037) at the Green Living Show held at Toronto's Direct Energy Centre
within the Exhibition Grounds. In the forefront of advanced,
electric-vehicle technology, i-MiEV has already earned kudos in Canada
• The Mitsubishi i-MiEV was named the most fuel-efficient subcompact car
sold in Canada by Natural Resources Canada.
• The Mitsubishi i-MiEV is the "greenest car in the United States", a
designation from the American Council for an Energy-Efficient Economy.
• The Mitsubishi i-MiEV was nominated for a World Green Car Awards, one
of the world's most prestigious, credible and significant programs of
its kind, administered by a non-profit association.
Image with caption: "Electriphobia Institute "scientists" Don Ulmer (L) and Keri Zierler clear the air on electric car misconceptions by placing Mitsubishi's pure electric i-MiEV hatchback front and centre at the 2012 Green Living Show in Toronto. ÊA unique approach to EV awareness, the fictitious ÒInstituteÓ pokes fun at misconceptions and clarifies the leading-edge technology that drives the 2012 i-MiEV. The Electriphobia web-based campaign debuts on April 16 on www.electriphobia.com. (CNW Group/Mitsubishi Motor Sales of Canada, Inc.)". Image available at: http://photos.newswire.ca/images/download/20120413_C4945_PHOTO_EN_12262.jpg
SOURCE Mitsubishi Motor Sales of Canada, Inc.
For further information:
For more i-MiEV information and photos, visit our password free media website, www.mitsubishi-motors-pr.ca. The Electriphobia campaign is available on www.electriphobia.com.
Mitsubishi Motor Sales of Canada
Manager, Public Relations