| Title | NISSAN NISMO WATCH |
| Brand | NISSAN EUROPE |
| Product/Service | NISMO |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
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Entrant Company
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TBWA\HELSINKI, FINLAND
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Advertising Agency
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TBWA\HELSINKI, FINLAND
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Advertising Agency 2
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TBWA\G1 Boulogne, FRANCE
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Credits
| Sami Thessman |
TBWA/Helsinki |
Executive Creative Director |
| Rudi Anggono |
TBWA/G1 |
Executive Creative Director |
| Daniel Julier |
TBWA/Helsinki |
Designer |
| Sami Viitamäki |
TBWA/Helsinki |
Executive Strategy Director |
| Celina Eude |
TBWA/G1 |
Account Director |
| Juhana Hokkanen |
TBWA/Helsinki |
Creative Technologist |
| Eva Gotteland |
TBWA/G1 |
Account Supervisor |
| Nana Paija |
TBWA/Helsinki |
Project Director |
| Altti Sjögren |
Freelance |
Video Editor |
| Ewan Veitch |
TBWA/G1 |
President |
| Millie Ahlskog |
TBWA/Helsinki |
Account Director |
Brief Explanation
The main goal was to elevate NISMO into the target group's focus of discussion in social media, and thus have NISMO enter the considered group. This would be measured by social media activeness, media appearances, consumer created content and overall discussion of the NISMO brand. The results would be compared against the previous year's numbers from Nissan's media tracking. We identified a strong interest and affinity for wearable technology, that is, smart watches, activity bracelets and other solutions of measuring oneself, which fall under the quantified self category. This guided us into making something physical to the center of communication.
The Brief
Nissan sells technically advanced and innovative range of NISMO Sports Cars. But unlike a Mercedes AMG or a BMW model M, they're not talked about, much less considered for purchase with just 1% of the awareness of Mercedes AMGs or BMW Ms. Nissan's NISMO sports cars target groups have been defined globally by Nissan as Passionate achievers and Modern seekers. They are individuals, who are constantly on the lookout for new ways of improving their own performance. Nissan asked us to think about a solution for raising NISMO's desirability and brand awareness among the target audience.
How the final design was conceived
We created the Nismo Watch. A beautiful smart watch concept that has a previously completely unseen feature, combining of human body and car telemetric data. We created a prototype smart watch and launch video. The concept was unveiled to media at the Frankfurt Auto Show, the most important auto industry event in Europe. The video premiered on YouTube — and using a super-focused seeding, it gained a global audience, entering the most desirable media and discussions. The Nismo Watch was a marketing push, whose sole aim was to gain media attention for Nismo and to spark discussion and engagement.
Indication of how successful the outcome was in the market
As a result discussion around the NISMO brand in social media grew by 2969% compared to the same time period in 2012.
15 345 268 Twitter impressions
312 010 YouTube views.
6980 written positive media mentions.
Global Earned Media Value: 82 702 454 UDS — 63,7 Million Euro
Nissan's brand promise " Innovation that excites " got a wholly new meaning.
It strengthened Nissan's brand, which grew 9 % Globally from 2013 to 2014.
According to media mentions, Samsung and even Apple were strongly suggested to learn from the NISMO Watch concept in the design of their own smart watches.