#ULEZREADY

Title#ULEZREADY
BrandNISSAN UK
Category C03. Dynamic Digital Screens
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

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.