To promote the Mitsubishi Outlander Plug-in Hybrid, we created “Plug-In Sessions”—an original branded content series blending music, mobility, and sustainability.

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Challenge
Convince urban professionals that the Outlander PHEV is not just practical but progressive and culturally attuned.

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Strategy & Concept

Mitsubishi presents a unique live experience at North Sea Jazz Festival 2015. Artists literally plug their live music into a new Mitsubishi Outlander PHEV. The live music is heard through the premium sound system of the car. Leading up to the festival Mitsubishi car owners could participate in an online contest to experience this unique live performance. Other visitors could also listen in using wireless headphones. 
 

Execution
The series featured emerging artists -  from the line-up of North Sea Jazz - performing exclusive tracks at Mitsubishi's booth. Content was distributed via owned platforms, music media, and social channels.

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Outcome
- 1M+ views across YouTube and Facebook
- Significant increase in PHEV test drive requests within weeks of activation. 

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My role: Account, Strategy, Concept.

Company: Universal Music

Client: Mitsubishi