| Title | NISSAN LEAF LEAF LEAF |
| Brand | NISSAN |
| Product/Service | NISSAN |
| Category |
D01. Social Video |
|
Entrant
|
TBWA\GERMANY Düsseldorf, GERMANY
|
|
Idea Creation
|
TBWA\GERMANY Düsseldorf, GERMANY
|
|
Media Placement
|
OMD GERMANY Düsseldorf, GERMANY
|
|
Production
|
TBWA\GERMANY Düsseldorf, GERMANY
|
|
Production 2
|
LONIAC Düsseldorf, GERMANY
|
Credits
| Ricardo Distefano |
TBWA Group Germany |
Chief Creative Officer |
| Georg Schütte |
TBWA Group Germany |
Creative Director Copy |
| Björn Burkey |
TBWA Group Germany |
Senior Art Director |
| Sebastian Behrens |
TBWA Group Germany |
Account Director |
| Corinna Heinmöller |
TBWA Group Germany |
Account Manager |
| Eric Hansen |
TBWA Group Germany |
Producer |
| Ingo Mahlitz |
Loniac |
Regisseur |
| Julian Peters |
Loniac |
Post Production |
| Stefan Pusch |
Loniac |
Producer |
| Mark Rossman |
3Klang |
Voice Over Speaker |
Background
NISSAN LEAF is one of the pioneers within electric vehicle segment. Since 10 years NISSAN LEAF is produced and since 2018 the 2nd Generation is available. Problem: no-one in Germany knows that there is a NISSAN LEAF. And on top other competitors launched their electric vehicles. Especially VW launched its VW ID 3 with a massive media spend to position itself (after Diesel scandal) as EV provider #1.
As NISSAN is a rather small import brand in Germany, we cannot outspend the biggest national car brand VW, so we needed a creative solution to a) increase Awareness for the LEAF and b) position NISSAN LEAF as Pioneer in the electric vehicle segment.
Describe the strategy
We set up a digital targeted campaign with two pillars:
digital media with relevant reach targeting - E mobility/ Car Interested audiences
Hijack strategy targeting E mobility/ Car Interested audiences with VW affinity.
This digital approach only was key to increase awareness within a relevant target group,
as in the end NISSAN wants to sell this cars.
Describe the execution
As the audiences were clearly defined the campaign was implemented with:
- Pre-Rolls
- Relevant E-Mobility Advertorials
- And Facebook Video Page Posts
for the E-mobility/ Car Interested audiences to gain relevant reach.
And for the VW affine ones:
- Programatic Pre-Rolls
- In Stream ads on youtube
And also the Start date of the campaign was chosen with an eye on what happened on the IAA.
Campaign started 09.09., so in parallel with the IAA 2019, and ended 30.09.2019
List the results
Programatic Preroll: 1.474.035 completed views
Facebook Video Page Posts: 87.729 completed views
SevenOne Media PreRoll: 1.459.314 completed views
Sky Media PreRoll: 927.479 completed views
Auto Motor Sport PreRoll: 163.859 completed views
Youtube In-Streams: 1.358.920 completed views
automotorsport.de: 2.528.017 reached
efahrer.com: 3.476.167 reached
electrive.net: 111.670 reached