Live Outlandish

Client: Mitsubishi Motors

Agency Partner: Wavemaker

Project: Live Outlandish – Brand-Funded TV Special

Distribution: Foxtel Lifestyle Channel + Foxtel short-form ads

Challenge
Mitsubishi wanted to launch the new Outlander SUV in a way that went beyond traditional advertising—creating an experience that highlighted the vehicle’s adventurous spirit and directly engaged potential customers.

Solution
Dundas Media collaborated with Wavemaker to develop an original branded entertainment format: Live Outlandish. Inspired by The Amazing Race and Survivor, the concept surprised four friends with a spontaneous weekend getaway, where they faced challenges, games, and rewards—all powered by the Mitsubishi Outlander as their adventure vehicle.

Execution

• Produced a 1-hour brand-funded TV special broadcast on Foxtel’s Lifestyle Channel.

• Created a series of 60-second short-form ads featuring QR codes, driving viewers directly to Mitsubishi’s test-drive sign-up page.

• Balanced entertainment and product integration—positioning the Outlander as central to the adventure.

Results

• Live Outlandish became a standout brand-funded special, engaging audiences with its fresh reality-TV style storytelling.

• QR code integration delivered measurable impact, resulting in a 50% surge in test drive requests for the Mitsubishi Outlander.

Impact
The project redefined how automotive brands can connect with consumers, proving that immersive, story-driven content can inspire both excitement and direct action. Live Outlandish showcased not only the Outlander’s capabilities but also the power of branded entertainment to move audiences from viewing to doing.

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