Best practice from Manning Gottlieb OMD.
The Nissan Qashqai only launched in the UK two years ago, positioned as a car that gets the most out of urban living.
TV advertising had been very successful at creating rapid awareness. But the car wasn’t getting on to enough consideration lists.
We needed to cement its position as an Urban Proof car, in order to increase consideration.
We undertook at study in urban life and living in the UK. And spotted a key urban trend: A growing interest in modern Street Art.
Fuelled by Banksy, Street Art was moving up from hip hop inspired graffiti and into galleries.
Our strategy was to become a ‘Curator of Modern Street Art.’
So, we took the most iconic art institution, the Tate Modern and quite literally, played with it!
In partnership with Tate Modern, we commissioned six street artists from around the world to graffiti the outside walls of the Tate Modern.
It was the first ever outside exhibition, using the gallery walls as a canvas.
This ‘trompe l’oeil’ transformed an artistic institution into an urban playground, allowing art to be accessible to all.
We kicked off the partnership by hosting the Live Final of Nissan Qashqai’s Urban Challenge.
Entrants included the world’s top 25 ‘Free Riders’ competing for a $250,000 prize.
The experience was enhanced by creating:
- An integrated media partnership across editorial, advertorial and ad space through print and digital.
- Street Art talks with highly influential artists
- A Street Art film series
- Walking and driving tours (in Nissan Qashqai’s of course) of London street art, with bespoke urban maps
- An information tunnel
- An online hub
- Night events featuring urban DJs
- And online podcasts of new global Street Art movements
The exhibition was the biggest event of 2008 in London, with three million visitors
The event exploded into Social Media
And sales of the car increased 25 per cent year-on-year. Almost entirely attributed to London.
This was at a time when the overall car market declined by over 30 per cent year-on-year.
To see a video of this case study in full play below.
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