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Mitsubishi begins Electriphobia campaign

Mitsubishi has begun an online promotion for its new I-Miev electric vehicle. The initiative is centered on a website at <>, which purports to belong to an organization called the Electriphobia Research Institute. The institute presents itself as being dedicated to combating the anxieties that consumers have about electric vehicles. Visitors to the site can watch a series of videos intended to "cure" six fears: of electrocution, of silence, range anxiety, tailpipe separation anxiety, gas withdrawal anxiety and "fear of becoming a hippie." "So many EVs are marketed as helping to save the planet," said Stephen Jurisic, co-creative director at Toronto-based John St., Mitsubishi's agency of record. "But the I-Miev is a cool, powerful car and a blast to drive. We wanted the website to reflect that fun, bold attitude." The promotion, developed in association with Hard/Soft Citizen and The Secret Location, also includes public relations, social media activities, digital advertising, print advertising in publications such as 24 and Metro, and various events.

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