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Mitsubishi Wins 2017 Word of Mouth Marketing Association (WOMMA) Driving Engagement Award for "Kids Talk Safety" Campaign


Contact: Mark Bilek
Senior Director of Communications and Technology
Chicago Automobile Trade Association
Office: (630) 424-6082
Cell: (847) 652-0632

Contact: Jennifer Morand
Director of Public Relations and Social Media
Chicago Automobile Trade Association
Office: (630) 424-6084
Cell: (630) 391-1986




CHICAGO (Feb. 14, 2017) - The Chicago Auto Show and Word of Mouth Marketing Association (WOMMA) presented Mitsubishi Motors North America, Inc. with the fifth annual Driving Engagement Award for the most buzz-worthy social media campaign of 2016. Mitsubishi Motors accepted the award during the 2017 Chicago Auto Show Media Preview.

The winning campaign, entitled "Kids Talk Safety," was designed to showcase the automaker as a leader in safety and technology and, to achieve that objective, Mitsubishi enlisted help from people guaranteed to tell it like it is: kids.

"We wanted to create a social media campaign that touted our safety technology leadership position in an engaging way that broke through the clutter for the 2017 Mitsubishi Outlander," said Francine Harsini, senior director, marketing at Mitsubishi Motors North America, Inc. "With the help of kids' imaginations and illustrations, our Kids Talk Safety campaign put an original and memorable spin on the most important aspect of automotive technology today - car safety."

Targeting in-market buyers and young families, the company asked kids to help break down some of the more complicated safety features in the 2017 Mitsubishi Outlander such as Rear Cross Traffic Alert and Forward Collision Mitigation for a series of social media videos. Due to the positive response, it received from consumers and dealers alike, Mitsubishi turned the social media content into a national ad campaign.

Overall, the campaign reached more than half a million people and saw a rate of engagement three times higher than any former campaign.

Finalists for 2017 included Volkswagen and Honda. Mitsubishi joins an elite group of former winners, including Toyota, which took home the 2016 WOMMA Driving Engagement Award for its "Toyota Family Trails" campaign.

To watch complete coverage of the 2017 Chicago Auto Show Media Preview press conferences, please visit For more information about the 2017 Chicago Auto Show, please visit


About the Chicago Auto Show
The Chicago Auto Show is the largest auto show in North America, spanning more than 1 million square feet of production, concept, and exotic vehicle exhibit space. In addition to hosting multiple world and North American vehicle debuts, the Chicago Auto Show's First Look for Charity raises more than $2.5 million annually for 18 vital Chicago organizations in a single night. The 2017 public show will be Feb. 11-20. For more information, visit or

About the Chicago Automobile Trade Association
Founded in 1904, the Chicago Automobile Trade Association is one of the nation's largest metropolitan dealer organizations. It is comprised of more than 420 franchised new-car dealers and an additional 150 allied members. The group's dealer members employ about 20,000 people in the metropolitan area. The association has produced the world-famous Chicago Auto Show since 1935. For more information please visit

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