$100 Challenge Flyers		Distributed Flyers		Brand Book Spread 1		Brand Book Spread 2
Brand Book Spread 3		Brand Book Spread 4

Problem: Mitsubishi, like all other car companies in the first part of 2003, was looking for a way to move more cars. They had offered every version of every rebate and they were looking for something new in order to push their sales out in front of their primary competitiors: Honda, Toyota, Nissan, and Mazda. The planning department at Deutsch came up with the idea of offering a cash rebate to consumers who decided to buy a competitor's car after first test driving a Mitsubishi. It was named the "Mitsubishi Hundred Dollar Challenge."

Solution: We decided to take the advertising in a direction that Mitsubishi had never gone in before: competitive. We named names. We distributed flyers around competitor's dealerships that looked like $100 bills with our challenge printed on the back side. We placed outdoor advertising near competitive dealerships pointing out the shortcomings of their autos. And we re-stated the offer within our own dealerships.

This strategy took a somewhat awkwardly thought out offer (as it sent people away from Mitsubishi dealers in order to claim the money) and reconfigured it so that the customers at competing dealerships were re-directed into coming to Mitsubishi dealers.