Title	ZERO QUEUE BY NISSAN FRANCE
Brand	NISSAN FRANCE
Product/Service	NISSAN LEAF
Category	A03. Cars & Automotive Products & Services
Entrant	DIGITASLBi FRANCE Paris, FRANCE
Idea Creation	DIGITASLBi FRANCE Paris, FRANCE
PR	DIGITASLBi FRANCE Paris, FRANCE

Name	Company	Position
Patrick Dacquin	DigitasLBi France	Creative Director
Samy Martinez	DigitasLBi	Copywriter
Walid Gouyel	DigitasLBi	Art Director
David Sultan	DigitasLBi	Film Director(s)
Valentin Tesson	DigitasLBi	Film Director(s)
Julien Imperatrice	DigitasLBi	Production Company Producer
Julie Deshayes	DigitasLBi	Account Manager
Didier Rogere	DigitasLBi	Social Media Director
Stephane Le Flohic	DigitasLBi	Senior Account Director
Laurent Nuyen	DigitasLBi	Executive Creative Director
Véronique Beaumont	DigitasLBi	CEO France

The Campaign

Knowing that a test drive is a unique opportunity to convert drivers to electric cars, Nissan took advantage of a difficult situation to provide drivers with a unique brand experience. While queuing for gas, prospects around Paris were offered the opportunity to experience a test drive in a Nissan Leaf (electric car). And during the test drive, Nissan staff replaced them in the queue before giving back the car with a tank filled. Last but not least, a video has been shot during this guerilla marketing activation to extend its reach on social networks and traditional media.

Execution

This activation was a proactive project from the agency based on the complicated situation at that time in France. Following a positive feedback from Nissan on May 25th , we involved all the different stakeholders in a very short notice and the first test drives occurred the day after near Paris. Only 27 hours have been necessary between the idea submission, the implementation, the filming and the post of the video case on social networks.

This activation generated more than hundred posts/articles on social networks, media and blogs. Last but not least, Nissan has been contacted by the biggest TV network in France (TF1) in order to film this initiative and interview the Nissan France CEO. This was broadcasted the day after the implementation during the evening news, resulting in a fantastic reach and visibility for this tactical activation and the Nissan electric offer. Even if it is difficult to demonstrate a link with this initiative, Nissan France observed an increase of the electric test drives requests and visits at the Nissan dealers the weeks after.

The Situation

Thanks to this tactical activation, Nissan France managed to take advantage of a critical situation in France to leverage its electric offer, as an alternative to traditional cars. Nissan France provided the core target and the media with a positive and right message at the right moment, in order to raise the awareness and benefits of the Nissan electric cars.

The Strategy

Nissan electric targets all the car drivers who are willing to change the way they commute in large cities, while respecting the environment. By implementing this tactical activation, Nissan electric managed to trigger interests among car drivers in urban areas. This very positive message reinforced the functional link with the brand (i.e. an electric car running without gas) together with the emotional link (human centric approach with a brand that cares about me).