Mitsubishi Electric, wanted more exposure for their Elevator Europe department. They hired me to come up with a potential viral concept. I came up with an April Fools’ joke that would soon be featured in many national news media, including national television. The goal was to introduce their new unique circulair model for elevators: M-Use®. In many of the media forms used in de campaign, a short introduction of this new product was implemented.
Low budget and fast production with high reach
For a fraction of the normal costs, they hit high exposure levels that they used to reach a broad audience. Even though it was ‘just’ an April Fools’ joke, we didn’t use any actors or stock content. We shot with the CEO on scene during the Building Holland fair in RAI Amsterdam and at the factory/HQ while actual work was being done. This to reduce costs even more and to make it believable enough to fool the news media for a few days (some of which quickly changed their articles afterwards, of course..). We even got the spokesperson of the KNMI (Royal Netherlands Meteorological Institute) to give some actual comments on the Dutch seismic conditions. We used that quote to strengthen the information regarding emergency situation in elevators during possible earthquakes.
Used to direct many possible leads to other real products and services offered by Mitsubishi Elevator Europe.
• I actually designed an ‘innovative’ toilet for this project
• Yucon, that brought the concepts to life in 3D, didn’t even know it was a joke until we actually went live
Special thanks to
Mike van Hoenselaar, for trusting me with the project
Daan Veldmaat, for the quality impression with limited briefing available
Vincent van der Broek, for shooting on short notice
And Mitsubishi Elevator Europe for the opportunity
“Mitsubishi introduces toilets in elevators”