The Eclipse sports car was one of Mitsubishi’s best-selling, iconic vehicles. In 2018, the Eclipse moniker was reborn with the same reputation for driving dynamics and technology in the form of a crossover. Our job was to introduce this classic, reborn.
We gave the newly released Eclipse Cross a spirit of its own with a modern, high-energy cover of Twisted Sister’s classic, “I Wanna Rock” arranged by famous violist, Damien Escobar and famous pianist, William Joseph. We capitalized on the reinvigoration of the brand as well as the classic vehicle and a classic song, both being reborn.
We saw statistically significant lifts in aided awareness and familiarity for Mitsubishi Eclipse in addition to lifts in key attributes for the new model.