Title	TRUCKERBALL
Brand	NISSAN EUROPE
Product/Service	LIGHT COMMERCIAL VEHICLES RANGE
Category	A10. Integrated Campaign led by Content Platform
Entrant Company	TBWA\G1 Boulogne Billancourt, FRANCE
Contributing Company	TBWA\G1 Boulogne Billancourt, FRANCE
Media Agency	OMD Boulogne-Billancourt, FRANCE
Production Company	CONTROL FILMS Paris, FRANCE
Production Company 2	MIKROS IMAGE Paris, FRANCE

Name	Company	Position
Nick Cooper	Tbwa\g1	European Executive Creative Director
Adam Mandelstam	Tbwa\g1	Creative Director
Fabian Braun	Tbwa\g1	Art Director
Ewan Veitch	Tbwa\g1	President
Buu Tran	Tbwa\g1	Brand Leader
Thomas Schneider	Tbwa\g1	Account Director
Caroline Allard	Tbwa\g1	Account Manager
Emilie Prud'homme	Tbwa\g1	Tv Producer
Phil Nunn	Tbwa\g1	Head Of Planning
Anne-françoise De Taillandier	Tbwa\g1	Planner

The Campaign

Our challenge was to get Europe’s SMEs excited about Nissan Vans. A tough ask as most small businesses traditionally update the van they already drive or buy the one their mate drives. Our solution was to treat SME decision makers as consumers, reaching them via their Number 1 sport – football – using content that was guaranteed to get them excited. Truckerball, staring brand Ambassador Yaya Toure and world champion freestyle footballer Honza Weber, was a new kind of football, played on the back of 10 trucks, driving at up to 40km/h. Truckerball was not just great content but also provided us with an integrated platform that we could use to promote the full range of Nissan vans. The players are transported at a fast and furious pace while the ref and supporters follow in vans of their own. It’s great content that showcases five different models. Truckerball launched on the biggest platform European football had to offer, thanks to Nissan’s sponsorship of The UEFA Champions League backed up by a mix of TV, print, radio placements with social support. Earned channels included YouTube, Facebook and Twitter with brand ambassador Yaya Touré reaching out to his followers to launch the process. All content drove our target to a brand new destination, where they could see the full range of Nissan vehicles and watch additional content, created during the Truckerball shoot, and designed to showcase the USPs of key models.

We reached an audience of billions thanks to our Champions League association but more than that we also: Doubled traffic to Nissan’s European websites in week one alone while also generating a 53% increase in visits from qualified buyers. In the first month, Truckerball has received 20 millions video views across all platforms, and the engagement rate on Facebook is a staggering 32.5%, double Nissan’s previous performance. There’s more to come too as Truckerball continues to take Europe by storm.

Traditional van advertising is dull, stuck in a classic formula of an empty van, a load carrying capacity number and a picture of a couple of burly builders. Most SME decision-makers paid no attention but just updated the van they already drove or switched to the one their mate uses. Our challenge was two-fold – get SME decision makers excited about Nissan vans and educate them about its incredible range. Our solution was to treat SME decision makers like consumers, to excite them and focus on the one thing that united Europe’s 86m SME owners: their love of football. More than that we would create a new kind of football, a game played on the back of Nissan’s great trucks. Truckerball would kick start their journey to discover more, with more Truckerball themed content helping them select their new Nissan.