Mitsubishi has long envisioned itself as a brand that resonates with music culture but faced challenges in fully expressing that identity. With the launch of the all-new Outlander, we seized the opportunity to bring this vision to life by using the groundbreaking collaboration between Yamaha and Mitsubishi.
Our strategic approach was to reimagine the Outlander not just as a vehicle, but as an iconic venue. The redesigned cabin becomes a stage where premium craftsmanship and cutting-edge technology harmonize, delivering an elevated driving experience that transforms every journey into an intimate concert. Featuring Yamaha's Premium Concert sound system, the Outlander brings world-class audio quality directly to the driver, immersing them in the artistry of sound and connecting them to the very essence of music creation. This launch positions the Outlander as more than just an SUV—it’s a gateway to unforgettable musical moments.
To bring this vision to life, we crafted a cohesive ecosystem that transformed the Outlander into an iconic venue, seamlessly integrated across broadcast, paid media, social platforms, the website, and the in-dealership experience.
Reproducing a hit song is a formidable challenge, but we set the bar even higher by aiming to create a version that would perfectly showcase the capabilities of the Outlander’s Yamaha audio system. Collaborating with Black Violin, we meticulously reimagined Billie Eilish’s “Bad Guy,” ensuring every voice, effect, and note was fine-tuned to highlight the system’s dynamic range and clarity. This ambitious project involved more than just the musical recreation; we also faced the crucial tasks of widespread distribution and effective education. We delivered the new track to every dealership in our network, accompanied by detailed training that equipped our dealers to demonstrate the audio system’s features and the song’s unique nuances. Our dedication resulted in a striking reinterpretation of “Bad Guy,” one that not only captured the artistry of the original but also demonstrated the full potential of the Outlander’s premium Yamaha sound experience.
We featured the reimagined track in a captivating broadcast spot, showcasing the Outlander as "the best seat in the house" and presenting its redesigned cabin as the ultimate concert venue. To elevate the in-dealership experience, we created a remastered version of the track specifically designed to highlight the exceptional clarity and depth of Yamaha’s 12-speaker Premium Concert sound system, allowing customers to fully immerse themselves in the artistry of sound. Since this launch represented more than just a new vehicle—it marked the debut of Mitsubishi's elevated brand positioning—we also redesigned the Vehicle Landing Page (VLP) on the website.
The updated VLP was crafted to reflect the Outlander's premium design and to align with the brand's refined identity, ensuring that every touchpoint in the customer journey resonated with sophistication and the transformative power of music. This comprehensive approach positioned the Outlander as not just a new SUV but as a symbol of Mitsubishi’s bold, reimagined future.
The campaign significantly outperformed expectations across multiple key metrics. Lead volume goals were exceeded by 115%, demonstrating strong consumer interest and engagement driven by the launch platform. Engagement with the Vehicle Landing Page (VLP) remained notably high, reaching a 145% increase from the baseline, indicating that the redesigned digital experience resonated with visitors and successfully communicated the Outlander’s elevated positioning. Additionally, the pages dedicated to the Outlander experienced a remarkable 517% increase in the number of keywords ranking in AI Overview results, greatly enhancing the model’s digital visibility. Ultimately, the campaign played a major role in Mitsubishi Motors North America achieving above of its total sales plan for FY24, highlighting the effectiveness of the new brand positioning and creative direction in driving both awareness and tangible business results.
