| Title | QASHQAI MOON LANDING |
| Brand | NISSAN |
| Product/Service | QASHQAI |
| Category |
I04. Social Behaviour & Cultural Insight |
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Entrant
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TBWA\G1 Paris, FRANCE
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Idea Creation
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TBWA\G1 Paris, FRANCE
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Media Placement
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TBWA\G1 Paris, FRANCE
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PR
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TBWA\G1 Paris, FRANCE
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Production
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TBWA\ELSE Paris, FRANCE
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Production 2
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MOONWALK FILMS Paris, FRANCE
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Credits
| Carl Harborg |
TBWA G1 / Nissan United |
Associate Creative Director |
| Phillippe Rachel |
TBWA G1 / Nissan United |
Associate Creative Director |
| Eric Pierre |
TBWA G1 / Nissan United |
Executive Creative Director |
Background
Qashqai has been the crossover leader in Europe since it was introduced. However, this leadership is constantly under fire. In 2019, Nissan introduced its autonomous drive technology to the Qashqai - ProPILOT.
Some things seem impossible until you experience them happening.
Before July 20, 1969, no one believed it was possible to put a step on the moon and people didn't believe their eyes, even in front of the TV watching those two human-shaped figures jumping on our satellite soil. Then, after a while, people realised it was real, the impossible was made possible. Like being in a car almost driving itself, it is impossible to believe until you experience it. Driving will never be the same
Objective: Generate interest and leverage noise around the Moon Landing creating a link between Qashqai and technological advancement through long-form video content
Describe the strategy
Maximise the impact of the Qashqai Zero Gravity video creative by being there when it matters - The Moon Landing anniversary. Seize the opportunity and ensure Qashqai becomes part of the conversation
Describe the execution
The film itself features a skateboarding astronaut in a zero-G environment, accompanied by a voiceover that recollects what millions saw that summer night of 1969. At the same time, it also illustrates the feeling of driving a Nissan Qashqai equipped with Nissan’s ProPILOT technology (semi-autonomous driving tech). The spot concludes with a simple line: “Technology is beautiful when it moves us“
We put the film live across social and TV in the UK in the days immediately before and after the anniversary to maximise the cultural impact.
Paid and organic social were used to speak to our audience. IN the UK this was further activated in cinema, on TV and print media
The campaign was broadcast in 9 key European markets
List the results
2200647 impressions / reach
3" views 965960 (43%)
1093 Positive engagements
The creative outperformed vs planned in terms of video views, achieving 220% planned views.
CPV was -£0.02 vs planned.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
July 2019 marked the 50th anniversary of Man walking on the moon. In the same year, Nissan unveiled a new creative platform: Tech that moves. As such, we believed we had the perfect opportunity to maximise our ability to tap into this cultural moment. To do so, we created a bespoke film with a voiceover and visuals linking the feeling of using our new autonomous driving tech to the wonder of the moon landing.
In 2019, many people had been discussing online their recollections of the moon landing - where they were, what they were doing, where they saw it and how they remember it. It was a cultural moment to recollect this ground-breaking event.
The score of the soundtrack is Johann Strauss II Blue Danube - a homage to 2001: A Space Odyssey. The sound-design elements stem from the last 50 years