| Title | NISSAN LIVE |
| Brand | NISSAN WEST EUROPE |
| Product/Service | NEW NISSAN QASHQAI |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Contributing Company
|
FUSE Boulogne Billancourt, FRANCE
|
|
Media Agency
|
OMD Boulogne-Billancourt, FRANCE
|
Credits
| Patrick Dacquin |
Digitaslbi France |
Creative Director |
| Anthony Lepinay |
Digitaslbi France |
Art Director |
| Benedicte Dachaud |
Digitaslbi France |
Client Manager |
| Jeremy Vissio |
Digitaslbi France |
Motion Designer |
| Thierry Moussu |
Digitaslbi France |
Data Analyst |
| Berengère Mangin |
TBWA |
Client Manager |
| Marc Freschi |
OMD |
Business Manager |
The Campaign
For the launch of Nissan’s most iconic vehicle, the Qashqai, we decided to put the vehicle physically in people’s hands, only on their smartphones. Using a dedicated synchronized mobile website, users controlled and discovered the vehicle’s features by swiping on their phone whilst watching the journey on their computers.
Results
The new Nissan Qashqai’s launch was widely anticipated and customers, tech-seekers especially, were keen to get behind the wheel. We knew that they were more likely to buy if they could experience the car and its features for themselves. But how give people get a feel for the car before it had even hit the stands? We decided to put it physically in their hands and allow them take a journey to explore its technology, only on their smartphones, in an immersive online experience as innovative as the car itself.
In dealerships, an augmented reality app also helped consumers explore the car virtually and as a result, many people pre-ordered the car without ever getting behind the wheel.
The experience increased unique visitors by 187 % and those with intent to buy by 382 %. Users also booked test drivers without ever getting behind the wheel. But above all, we created a unique and innovative experience that managed to generate an emotional link to the car’s tech and allow customers to experience every feature of the Qashqai at home or in a dealership, before the car even hit the stands.