Electriphobia was our Cannes Lion-winning digital campaign to launch the Mitsubishi i-MiEV. It consisted of an interactive website and video series aimed at curing the public's fear of electric cars.
ELECTRIPHOBIA
Mitsubishi was launching the first electric car in Canada and needed a campaign to convince the skeptics that this was a good thing. Surprisingly, a majority of people were afraid that the electric car would die on them while driving, leaving them stranded in the middle of nowhere, or even worse, electrocute them. So we developed a campaign that gave these fears a name, Electriphobia, and created a website dedicated to curing them.
