Case Studies » How the weather helped Mitsubishi Motors Canada increase brand awareness and sales

How the weather helped Mitsubishi Motors Canada increase brand awareness and sales

Brand integration case study: Mitsubishi Motors Canada

The goal

Mitsubishi Motors Canada wanted to showcase their superior all wheel drive capabilities, safety features, and versatility in all weather conditions, particularly the Outlander model. To do this, they partnered with Weather Network and MétéoMédia – Canada’s most trusted news source¹ and experts in all things weather.

The solution

The first of its kind “Official All-Weather Vehicle” partnership:

Provided Outlanders to Video Journalists for weather reporting and seasonal content
Showcased the Outlander’s safety features, performance and all terrain comfort in Canadian weather conditions
Used high-impact broadcast, digital and social media advertising to maximize reach
Delivered strong brand engagement through custom content and giveaways

The strategy

In year one of a three year partnership, the Mitsubishi Outlander was deeply integrated into The Weather Network and MétéoMédia content across all seasons and weather conditions, to boost brand awareness and sales.

The results

The campaign was a huge success:

Increased Mitsubishi brand familiarity – from 52% to 54% (from Apr 2024 – Mar 2025)
Boosted consideration of Mitsubishi – from 56% to 61% (from Apr 2024 – Mar 2025)
2.7% sales increase on the prior year – a record sales year!²
98 million total broadcast impressions
43 million digital impressions
4.7 million total social media impressions

The campaign details

Markets: Canada (English and French)

Platforms: Broadcast, Digital, Social, CTV, FAST

Brands: The Weather Network and MétéoMédia

1. Pollara, 2025.
2. Mitsubishi Motors Canada. https://www.mitsubishi-motors.ca/en/company/news/stable-growth-continues-for-mitsubishi-motors-in-canada

“Our partnership with Pelmorex has made a meaningful impact, bringing the Mitsubishi Motors story to millions of Canadians. By showcasing the Outlander in authentic Canadian conditions, we engaged local audiences nationwide—reinforcing our commitment to safety, reliability, and performance for every season and every adventure.”

Steve Carter, Director, Marketing, Mitsubishi Motors Canada