Mitsubishi and Bluerank – this is how relationships are built
How valuable is it to truly know, test, and understand a product? It is one of the most essential elements in building trust and – so important today – brand authenticity. This is the foundation on which the Bluerank and Mitsubishi partnership is built.
Testing cars in practice
It was good fun. But not only that – there was something more behind the idea! The 12-person project team at Bluerank, an internet marketing agency that works for the Mitsubishi brand every day, went out of town for two days. By the Jeziorsko Reservoir, they tested car models lent by their Partner: the ASX and the Eclipse Cross.
We had fun. We checked whether you can work on a laptop while driving off-road, we searched for the answer to the eternal question of whether a red car is faster than a black one... – Jarosław Miszczak, Head of Client Service at Bluerank
For everyone, however, it was obvious that in addition to good fun, the goal was to get to know the product and thereby achieve greater authenticity and understanding in everyday work for the partner.
This is about strengthening relationships and creating a model of cooperation based on trust and openness. – Jarosław Miszczak, Head of Client Service at Bluerank
Authenticity in relationships
We all know how important it is to build emotions. Customer Experience, or building customer experiences, is today the most important differentiator for brands. Conscious companies go further – and build experiences not only for customers but also for business partners.
We gather enthusiasts around Mitsubishi, people who know the brand's philosophy. It is similar with our partners. We do not simply want to commission tasks to a marketing agency. We want to trust each other, to know that the people working with us know our products and understand the philosophy. – Łukasz Wójcik, Marketing Director at Mitsubishi Motors Polska
Bluerank has been working with the Mitsubishi brand for many years. It runs Google Ads campaigns, not only for the headquarters but also a program for dealers that is unique in Poland. It supports the automotive brand in analytical activities, programmatic RTB, and connects online and offline.
It's great that we could simply play with the product that we sometimes spend several hours a day with in front of a monitor, overseeing campaigns. – Bartłomiej Majas, Paid Search Specialist at Bluerank
Speed, the smell of newness, the upholstery, soft seats. Today, experiential marketing is priceless. And for us, such emotions and experiences mean building a bond with our partner. – Marta Kocięba, Account Manager at Bluerank
According to a Cohn&Wolfe report (2019), as many as 91 percent of consumers appreciate a brand for its authenticity. More and more of us – especially younger generations – do not want to be merely passive recipients of a product. Quite the opposite. We want to test, evaluate, share recommendations, and co-create with the company a product range that will take social responsibility into account in the production process.
Brands that understand this openness will be repaid with respect and engagement by customers and business partners. – Agnieszka Węglewska, Account Manager at Bluerank
In turn, good cooperation and trust can mean bolder decisions.
Mitsubishi was, for example, the first brand for which we introduced personalization in display campaigns. – Jacek Tkaczuk, head of R&D at Bluerank
Mitsubishi means innovation, emotions, and people full of passion for what they do. And that is exactly what we wanted to show in our video. – Kamil Kisiel, Paid Search Executive at Bluerank
The results of Bluerank's car testing are presented in the video material that we include below the article.
Summary
The Bluerank and Mitsubishi partnership is based on building relationships that go beyond standard commissions. The agency team had the opportunity to test the ASX and Eclipse Cross models by the Jeziorsko Reservoir, which was meant to translate into a better understanding of the product and authenticity in everyday marketing activities. Representatives of both companies emphasize the importance of trust and openness in partner relationships.
According to the cited Cohn&Wolfe report from 2019, as many as 91 percent of consumers value brand authenticity, which confirms the value of such initiatives. Thanks to close cooperation, Mitsubishi was the first brand to benefit from personalization in Bluerank's display campaigns, showing that such activities can lead to bolder decisions and innovation.
