#ULEZREADY

ClientNISSAN UK
Title#ULEZREADY
Product/ServiceNISSAN LEAF
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 Integrated?

This work took a high-impact multichannel approach across London to capitalise on the UK’s first ULEZ (Ultra Low Emissions Zone) Charge, and position Nissan as electric vehicle leaders via the Nissan LEAF. It used real time data-driven executions plus geo-targeted traditional media to engage with Londoners, and start a dialogue with the London Mayor too.

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 awareness and consideration of the Nissan LEAF itself.

Describe the creative idea

While not the only car that was exempt, our idea was to position the Nissan LEAF as being #ULEZready, across a city-wide series of executions including dynamic DOOH right through to geo-targeted banners. This thought allowed us to show leadership and explain the ULEZ Charge to drivers, whilst being able to talk about the ULEZ based benefits of the Nissan LEAF - from cost savings through to the much reduced environmental impact.

Describe the strategy

We targeted the ‘thinking majority’ of London drivers who’d be immediately impacted by the new ULEZ Charge. United by our #ULEZready thought we created a London-centric campaign integrating London-targeted print, outdoor, display, social, search as well as a precision-targeted CRM layer. Anyone driving in or out of London, or commuting via public transport would be exposed to our campaign messages - about how much the Charge could cost them, that the Nissan LEAF was #ULEZready and contributed zero emissions whilst driving. At certain key London sites, drivers got an enhanced data-driven dynamic ad that gave them a bespoke message and calculation of how much the ULEZ Charge could cost them. Any 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 execution

The #ULEZready campaign took place for 2 weeks, 1 week before and immediately after the charge came into effect. This allowed us to be the first brand to break the news of ULEZ to London drivers and capitalise on its introduction. Given the complexity of the new tax, we chose a clean copy led approach that delivered different #ULEZready messages across London-targeted print, DOOH, display, social, search as well as a precision-targeted CRM layer. The live data-driven DOOH worked by cross-referencing number plate data with Driving License Authority data, so drivers were greeted with personalised messages at key London sites. These referenced their car’s make 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.

List the results

Month on month LEAF sales increase of 15% Reach - 36% of London at 6 OTS. Social Video saw 35% VTR We saw a 50% search uplift around ULEZ + NISSAN LEAF related terms. 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.