#ULEZREADY

Title#ULEZREADY
BrandNISSAN UK
Product/ServiceNISSAN 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
Name Company Position
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