NISSAN CONTROLLER - A CAR THAT DRIVES FOOTBALL
| Title | NISSAN CONTROLLER - A CAR THAT DRIVES FOOTBALL |
| Brand | NISSAN NORDIC EUROPE |
| Product/Service | NISSAN QASHQAI |
| Category |
B10. Sponsorship & Partnership |
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Entrant
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TBWA\HELSINKI, FINLAND
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Idea Creation
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TBWA\HELSINKI, FINLAND
|
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Media Placement
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OMD FINLAND Helsinki, FINLAND
|
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PR
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TBWA\HELSINKI, FINLAND
|
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Production
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TBWA\HELSINKI, FINLAND
|
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Production 2
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ACNE PRODUCTION Stockholm, SWEDEN
|
Credits
| Miika Lumme |
TBWA\Helsinki |
Client Service Director |
| Mikko Pietilä |
TBWA\Helsinki |
Creative Director |
| Steve Brown |
TBWA\Helsinki |
Content Director |
| Jeroen Van Hove |
TBWA\Helsinki |
Chief Data Officer |
| Aarne Töllinen |
OMD Finland |
Media Strategist |
| Annamari Sandlund |
TBWA\Helsinki |
Project Director |
| Antti Nykänen |
TBWA\Helsinki |
Project Manager |
| Erno Reinikainen |
TBWA\Helsinki |
Senior Art Director |
| Tuomas Perälä |
TBWA\Helsinki |
Copywriter |
| Elina Brunfeldt |
TBWA\Helsinki |
Graphic Designer |
| Jukka Aaltonen |
TBWA\Helsinki |
Graphic Designer |
| Mika Virta |
TBWA\Helsinki |
Art Director |
| Tuukka Laitinen |
TBWA\Helsinki |
Motion Graphics |
| Esko Räsänen |
TBWA\Helsinki |
Developer |
| Miika Pärni |
TBWA\Helsinki |
Developer |
| Umberto Onza |
TBWA\Helsinki |
Product Design |
| Mia Hindsberg |
TBWA\Helsinki |
Digital Producer |
| Joel Brink |
TBWA\Helsinki |
Project coordinator |
| Markus Malmberg |
TBWA\Helsinki |
Community Manager |
| Nicolas Angione |
TBWA |
Community Manager |
| Ville Verkkapuro |
TBWA\Helsinki |
Community Manager |
The Campaign
As part of the collaboration between Nissan and UEFA Champions League, we created a campaign that links football, gaming and driving together. Literally. We created Nissan Controller. A technology that transforms any Nissan QASHQAI into a giant PlayStation Controller for the Pro Evolution Soccer Game.
The actual campaign was built around an open development process, of which we produced branded content to both paid and earned channels and ensured an extensive media coverage with constant PR seeding.
Execution
The actual campaign was built around an open development process, of which we produced branded content to both paid and earned channels during two months.
We wanted to get our target group interested in Nissan Controller already in the early phase of its development, so we engaged influencers in the fields of football, motoring, technology and gaming to get involved in the development of the Controller. These were people we knew our target audience admired. These superstars in the car, technology, sports and gaming world voluntarily created content about Nissan Controller to their own channels throughout the development work. As a result, the campaign earned huge amounts of earned media and reached millions of people worldwide.
After the product development, we gave consumers a change to play with the Controller during activations in biggest football matches in Europe including Champions League final in Milan and Super Cup final in Trondheim.
The campaign's target market was Sweden but it evolved into a worldwide phenomenon that received press coverage in 35 countries? Thanks to Controller, Nissan QASHQAI's sales rose by 16% compared with last year, which in euros is 7 050 684. Test drives of Nissan QASHQAI saw a 226 % increase, of which 33% was converted into sales. This in euros equates to growth of €3 199 708.
In its target market in Sweden, the campaign reached 23,6 million people in two months. As a result, Nissan's brand's overall opinion increased by 5% in Sweden. The branded video contents got more than 5,3 million views and the campaign contents as a whole hit more than 434,1 million impressions worldwide. The earned media value for the campaign was 3 853 681 euros.
The Situation
Nissan Controller campaign was a PR-lead brand activation that utilized creative technology and entertaining content in order to spark engagement with the consumers, lift brand value and earn as much media attention as possible.
The key target of the campaign was to raise Nissans overall positive brand opinion in Sweden. We succeeded in this by creating entertaining content that press, media and audiences could share and talk about. We did not only create good PR, we also optimized our branded content during the campaign based on peoples and medias reactions to ensure extensive media coverage.
The Strategy
Before the campaign we made a study that proved that most Swedish football fans in driving age also loved console games. We decided to create a campaign that would truly speak to them.
We analyzed our target group even further and realized that these consumers could be divided into even smaller, more specific subgroups based on their interests. We defined our target group into five different factions; the gamers, the football fanatics, the technology enthusiasts, the car enthusiasts and the ones interested in sports in general.
With help of data, we searched for opinion influencers that would really resonate with these subgroups. We invited these influencers together with well-known journalists to take part in the development and created entertaining content out of this for our audiences to enjoy. All of our content elements were optimized during the campaign with help of data and dashboards to achieve extensive press coverage.