In 2005 Nissan pushed the boundaries of the motoring category by launching four new models in unprecedented quick succession. All were cars that thrill and inspire, from roadster to SUV-crossover.
Our task was to create a single-minded idea that harnessed the four launches to create a ‘SHIFT_’ in brand perception.
Our agenda setting audience was at the head of the PVR and digital generation, only pausing to engage with content of genuine interest or entertainment. Reappraisal would only come through engagement… through interaction, involvement and contagion.
Sky One was chosen as the key partner for our idea. They shared Nissan’s ambition and aspirations. They had a mouth-watering Sunday night line-up of three new series… Dream Team, Nip/Tuck and the eagerly awaited ‘24’.
Our idea? Turn Sunday night on Sky One into Nissan ‘SHIFT_ Original Drama’ night with our own ‘24’ minute movie screened across all 3 programmes over 24 weeks.
Each week our 1 minute idents mirrored the drama of ‘24’, weaving the four cars into a Jack Bauer inspired story.
Each ident & programme took viewers through to a tailored DiTV site that was refreshed as the drama unfolded.
We streamed ‘the story so far’ on the site and posted a hidden episode to tap into the suspense.
And as well as delivering ‘SHIFT_’ we allowed the viewer to explore the cars and register interest.
To appeal to our audience’s digital disposition we created a website to add depth to the characters and locations and streamed the story so far.
A blog stimulated interaction and seeded added value interviews with the director.
We placed our mini-movie in the bonus extras of the ’24’ DVD… a first for an ad-funded movie.
We used the DVD to fuel dealer footfall. Supported by tactical activity, the first 1000 test drives received a free box-set.
Across the 24 weeks ‘SHIFT_ Original Drama’ achieved awareness of 40 per cent amongst viewers, and over-delivered against all brand targets set by the client.
There was a 12 per cent point improvement of total model awareness, and purchase consideration of Nissan amongst those aware of the sponsorship almost tripled from 14 per cent to 38 per cent!
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