case study mitsubishi motors europe - words on...
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CASE STUDY
After several years of working with the product and training departments at Mitsubishi Motors Europe, we were approached by Lukkien – MME’s principal marketing agency – to work with them in developing the content for a number of product brochures, including the new Lancer Sports Sedan and Sportback.
Mitsubishi Motors EuropeModel brochures
BackgroundOur writing of dealer training materials, such as product sales guides, CD Roms and microsites, for Mitsubishi Motors Europe’s (MME) network department did not go unnoticed by other departments. The Marketing Communications team contacted us in the summer of 2007 to ask if we would like to have a go at writing the brochure for the new Lancer Sports Sedan.
The design and development of model brochures including all photography and the management of the M-Max resource site for all Mitsubishi distributors is the remit of MME’s marketing communications agency Lukkien and we effectively subcontracted to them for this project.
Mitsubishi Motors EuropeLancer Sports Sedan model brochures
ApproachBrochure layouts and copy briefs came from Lukkien’s project directors to us.
For all parties the fact that we already had all product source material and that our writers had actually driven model prototypes as part of our involvement with the product training department was a real bonus.
The collaboration between both parties was really good with Lukkien managing us tightly in terms of timings, word count and overall message and us able to contribute our in depth understanding of the Lancer model and make detailed suggestions when it came to specific features.
Mitsubishi Motors EuropeLancer Sports Sedan model brochures
OutcomeMME were very pleased with the tone and style of the copy which was felt to be clear, knowledgeable and passionate.
The writing process ran very smoothly with far fewer amends and drafts than had been the case previously. Mitsubishi Marketing Communications as well as the product managers who needed to give all copy the official ‘nod’ were very complementary about the quality of the final text.
The Lancer Sports Sedan brochure ended up being the first of many brochures and leaflets that we eventually ended up writing, including; Lancer Evolution, Lancer Sportback, Grandis, SUV range, new Colt.
As a result of our work on the brochure side we increasingly became involved in writing web copy as well. Initially specific micro-sites and news items and more recently the completely new European website of Mitsubishi Motors Europe.
Mitsubishi Motors EuropeLancer Sports Sedan model brochures
Mitsubishi Motors EuropeLancer Sports Sedan model brochuresOutcome continued...Here’s a glimpse at the finished product in a bit more detail...
Client feedback
A good partner understands what you’re trying to do, does all their homework and research into the overall background, relevant technology and uses only native writers. That is what I appreciate in Tina and her team and the reason that we still work together after all these years. They understand automotive, use the right tone of voice, the correct vocabulary and get the content spot on. All of this results in few amends and very few drafts which ultimately benefits the entire production process. Is there another team able to do this? – not for me!
RKProject DirectorLukkien B.V.
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Mitsubishi Motors EuropeLancer Sports Sedan model brochures
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