NISSAN CONTROLLER - A CAR THAT DRIVES FOOTBALL
| Title | NISSAN CONTROLLER - A CAR THAT DRIVES FOOTBALL |
| Brand | NISSAN NORDIC EUROPE |
| Product/Service | NISSAN QASHQAI |
| Category |
D02. Sponsorship & Partnerships |
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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
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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 |
Communtiy 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.
Campaign Success
The Controller is a device we built that can transform any Nissan QASHQAI into a PlayStation controller for Pro Evolution Soccer. It listens and translates over 2 million car signals to the PlayStation through a custom-build micro controller making it possible to interact with the PlayStation by using the cars driving interface.
The Controller was developed openly with opinion influencers that would resonate with our target group. The whole development processs was turned into entertaining content for people to enjoy in their native social channels.
After the development phase we organized live events during the biggest football matches in Europe including Champions League final and Super Cup final. We gave fans a chance to jump behind the wheel of a Nissan QASHQAI and experience the brand in a totally new way by competing against each other in Controller tournaments before the actual games.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Nissan Controller is a technology that let's you drive a football game with a car. Goal of the campaign was to activate the Swedish football fans and provide them an entertaining way to experience Nissan brand. We did this through a technology driven brand activation that generated entertaining content and online audience engagement through opinion influencers.
We organized live activations during the biggest football matches in Europe, where the football fans could experience the Controller in first hand. Our audience jumped behind the wheel of Nissan and experienced football in a new way. This also sold a lot of cars.
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 to take part in the development of Nissan Controller 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 the best results.