| Title | #ULEZREADY |
| Brand | NISSAN UK |
| Product/Service | NISSAN LEAF |
| Category |
C03. Dynamic Digital Screens |
|
Entrant
|
NISSAN UNITED London, UNITED KINGDOM
|
|
Idea Creation
|
NISSAN UNITED London, UNITED KINGDOM
|
|
Media Placement
|
MANNING GOTTLIEB OMD London, UNITED KINGDOM
|
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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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
We created a series of dynamic outdoor ads across London that combined number plate recognition technology with vehicle data to provide real-time messaging. We did this to promote the Nissan LEAF as London’s radical new Ultra Low Emissions Zone (ULEZ) Charge came into effect. This was the first time the technology had been used in such a way.
Cultural / Context information for the jury
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.
Tell the jury about the animated / interactive / dynamic component of the work.
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 individually targeted dynamic ad in real time.
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. This was the first time the technology had been used in such a way.
Drivers who were exposed to this work were also targeted with online banners.