After winning a pitch held by Mitsubishi Motors Europe (MME) towards the end of 2021, XXS Amsterdam developed the campaign based on the concept “I Love to Cross Worlds” for the Mitsubishi Eclipse Cross PHEV.
The brief represented a shift away from traditional product-driven communication towards customer centricity, clearly focusing on the motivations, attitudes and lifestyles of the target audience. The challenge was therefore to match the spirit and values of the target groups with those of the brand, whilst underlining how the Eclipse Cross PHEV can enable and enhance those customers’ everyday lives.
Alex Thomas, Marketing Director, MME, explained: “For the Mitsubishi Eclipse Cross PHEV campaign, we aimed to bring about a step-change in how we communicate the Mitsubishi Motors brand and our products in Europe. The goal was to develop a high-impact campaign, targeting adventurous personalities instead of a simple demographic, whilst remaining true to our brand values and DNA. XXS clearly understood that when we said we wanted to do something completely different, we meant it.”
Sanne Tolsma, Managing Director, XXS Amsterdam: “In Mitsubishi Motors we discovered a truly unique brand with an adventurous spirit – very different from the mainstream everyday car brands. Therefore, in responding to the brief, we had to bring out the Mitsubishi brand DNA and its Japanese roots in a way that was impactful and appealed to adventurous-spirited customer groups. We immediately saw opportunities to emphasise the unique DNA of Mitsubishi Motors in an equally unique and innovative way.”
Anime meets real-life in distinctive campaign
XXS has developed a distinctive creative campaign for the Eclipse Cross PHEV that breaks with the category norms. The campaign is based on apparent contrasts and contradictions in both the Mitsubishi Motors brand and the Eclipse Cross PHEV, and connecting these with similar contrasts in the personalities and traits of certain customer groups. Think of the adventurous character of the car, combined with safety and sophistication. The durable electric motors, without compromising on power and toughness; and state-of-the-art design, but for everyday use.
What really sets the campaign apart is the visual style. Here too, two worlds come together in a unique way. We combine the typical Japanese manga style with the human and emotional aspects of real-life film. This is how the distinctive Japanese heritage of Mitsubishi Motors and the driving experience of the Eclipse Cross PHEV naturally flow together.
The campaign “I Love to Cross Worlds” consists of TV commercials, online videos, pre-rolls, bumpers, (D)OOH and banners, and will go live this Spring.
To view video new european campaign Mitsubishi Eclipse Cross PHEV click here
Credits:
Client: Mitsubishi Motors Europe
Concept & creation: XXS Amsterdam
Production: This is US.
Animation: Dead Pixel Animation
Music & sound design: Sound Circus
