Some brands win the customer with loud advertising on TV, some prefer Facebook and Twitter, yet some brands choose Guinnes World Records book as the primary media for their new marketing campaign.

Mitsubishi Motors North America are proud to announce that Outlander (SUV) and Outlander Sport (CUV) models have become the most awarded family of all-wheel drive vehicles by breaking five Guinness World Records within a 24-hour period.

This event of historical significance inspires the latest marketing campaign by MMNA aimed at celebrating the ground-breaking success of the All-Wheel Control System. This technology is designed to make driving in adverse road conditions more stable and safer. The innovative All-Wheel Control system measures such parameters as throttle input, engine speed and wheel speed so that the driver feel in control of the car in the most challenging conditions.

In cooperation with its agency of record, 180 Los Angeles (180LA), MMNA performed vehicle test on frozen Ghost Lake near Calgary, Canada at –13 degrees Fahrenheit. Driven by stuntman Garvin Cross, the two vehicles broke the following records within 24 hour period:

— Greatest distance driven by a vehicle in reverse on snow in 30 seconds;
— Shortest braking distance by a vehicle on ice;
— Most vehicle figure eights on ice in two minutes;
— Fastest vehicle slalom relay on ice; and
— Fastest driven square lap.

To learn more about the campaign as well as the characteristics of the Outlander family, visit www.MitsubishiCars.com/WorldRecords. The campaign will be laucned on television, digital space, social media and PR.

Gavin Milner, 180 LA creative director, said: «Breaking world records seemed like a worthy challenge, as well as a fresh idea for a marketing campaign. It’s an awesome way to show the technical prowess of the feature-rich lineup of Outlander vehicles.»