Title | #ULEZREADY |
Brand | NISSAN UK |
Product/Service | NISSAN LEAF |
Category |
A07. Use of Real-time Data |
Entrant
|
NISSAN UNITED London, UNITED KINGDOM
|
Idea Creation
|
NISSAN UNITED London, UNITED KINGDOM
|
Media Placement
|
MANNING GOTTLIEB OMD London, UNITED KINGDOM
|
Production
|
NISSAN UNITED London, UNITED KINGDOM
|
Additional Company
|
OCEAN OUTDOOR London, UNITED KINGDOM
|
Additional Company 2
|
TALON London, UNITED KINGDOM
|
Credits
Scott Andrews |
Nissan United - TBWA\London |
Creative Director |
Leigh Gilbert |
Nissan United - TBWA\London |
Creative Director |
Gary Powell |
Nissan United - TBWA\London |
Senior Designer |
Andy Jex |
TBWA\ london |
CCO |
Amit Patel |
Nissan United - TBWA\London |
Senior planner |
phil nunn |
Nissan United - TBWA\London |
MD |
Richard Fitzgerald |
Nissan United - TBWA\London |
Media Lead |
Camilla Green |
Nissan United - TBWA\London |
Media Manager |
Bobby Rose |
Nissan United - TBWA\London |
Senior Producer |
Alexis Jamgotchian |
Nissan United - TBWA\London |
Head of Account Management |
Harriet Hall |
Nissan United - TBWA\London |
Account Manager |
Bee Stillman-Jones |
Nissan United - TBWA\London |
Planner |
Glenn Birchnall |
OMD |
Executive Director |
Alex Whitehill |
Nissan United - TBWA\London |
Planner |
Why is this work relevant for Creative Data?
We combined number plate recognition technology with vehicle data in realtime to create a series of dynamic outdoor ads across London, to promote the Nissan LEAF as London’s new Ultra Low Emissions Zone (ULEZ) Charge came into effect. This was the first time the technology had been used in such a way.
Background
On 8 April 2019 the mayor of London, Sadiq Khan, introduced a radical new policy to improve air quality in central London known as the ULEZ Charge. This was in addition to the existing Congestion Charge , though calculated differently. It meant that depending on your car’s exact specification, you might have to pay one or both Charges for driving into central London. And this could differ according to day of the week and time of day.
However, the 100% electric Nissan LEAF was exempt.
Our brief was to capitalise on the new ULEZ Charge, using it both to strengthen Nissan’s position as an electric vehicle leader, and to drive interest in the Nissan LEAF itself.
Describe the Creative idea / data solution (20% of vote)
As part of our wider #ULEZready campaign, our idea was to make sense of this new Charge for London drivers with dynamically generated ads that targeted them as they drove through London.
We used ANPR (automatic number plate recognition) technology to access vehicle data as a car drove into the ULEZ zone and let its driver know how much they could save with a Nissan LEAF. This was the first time the technology had been used in such a way.
Describe the data driven strategy (30% of vote)
We used ANPR ready sites that were positioned near the border of London’s ULEZ zone to ensure maximum relevance.
As a driver entered one of our sites on the border of the ULEZ area, we checked their number plate information against vehicle data to calculate if it was ULEZ compliant or not. We also checked to see if the vehicle would pay the Congestion Charge too. We combined this with date and time data to serve a bespoke dynamic ad in real time.
Drivers who were exposed to this work were also targeted with online banners, along with those who didn’t own an electric car within the ULEZ area (8am – midnight).
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
Each execution referenced their car’s model and colour, and calculated exactly how much they’d have to pay based on their engine, car age, day of the week and time of day. If the driver was in a Nissan LEAF they were congratulated on being #ULEZready instead.
The messages were served with pinpoint accuracy, delivering zero wastage. The vehicle detection technology did not store any personal driver or vehicle data.
List the data driven results (20% of vote)
Nissan LEAF search results increased 62%.
Search Volume grew to 55% higher than segment competitors.
Website traffic increased by 71%
The campaign saw a 44% increase in retargeting and traffic delivery to site.
60% of UK car buyers would now consider an EV starting from a base of 48%.
London saw a 120% increase in search for LEAF leases according to Google Trends