Mitsubishi Motors calls on rugby internationals and legends to keep community motivated

Throughout the Guinness Six Nations tournament, with the help of its partners England Rugby and Scottish Rugby, and a squad of union legends, Mitsubishi Motors in the UK has been sending personalised video messages of Mitsubishi ‘Motor-vation’ to members of the rugby community. Mitsubishi Motors,  Official Car Partner of England Rugby and Scottish Rugby, is offering the rugby community the opportunity to request these messages, via a nomination process on its website. Fans of the game from across England and Scotland can nominate those who they think are most deserving of, or would most appreciate, one of these personalised video messages, which will then be recorded by a current England or Scotland player, a member of England Red Roses, or one of Mitsubishi’s legends; either Danny Care, Nolli Waterman or Jim Hamilton. Final messages are being delivered to the recipient via email.

Messages of Mitsubishi ‘Motor-vation’ are intended to reward and recognise those who have made a significant and positive impact upon others during these tough times, offer a pick-me-up to those in need of a lift, and simply to give a shout out to avid super-fans.

These uncertain times have been extremely difficult for the rugby community and the grassroots game, and in the absence of any on-field action, there is a real risk that players and fans will drift away from the sport. Exemplified by its Volunteer Recognition Programme, Mitsubishi Motors has a long-standing commitment to the grassroots rugby community, and through providing these messages of ‘Motor-vation’, it hopes to play its part in helping the rugby community stay positive, uplifted, and motivated during these challenging times.  

Katie Dulake, General Manager of Marketing and Communications at Mitsubishi Motors in the UK said: “Everyone at Mitsubishi Motors recognise the tough and challenging times the rugby community has experienced this last year. As we head into the Guinness Six Nations, we wanted to use our partnerships with England Rugby and Scottish Rugby to give back to the community, and help them stay connected to the game we all love. The power of a personal message has never been stronger than during these times, and we hope our messages of ‘Motor-vation’ will bring happiness, comfort, and laughter to all who receive them.”

The campaign and creative was devised by Mitsubishi’s sponsorship agency The Space Between, in collaboration with creative collective Fifty-Fifth, and is running on social and paid media for the duration of the Guinness Six Nations. Commenting on the campaign, Tom Gladstone, co-founder of The Space Between, said: “Social media has given fans a window into players personalities and lifestyles, and enabled a more direct relationship between those on and off the pitch. We wanted to help Mitsubishi tap into the ‘direct to fan’ trend and give members of the rugby community an even more personal connection.”