"The sprit of NISSAN is “SHIFT_”. But this word ‘SHIFT” is uneasy to Korean not as an English speaker. That’s why Nissan Korea wanted to delivery SHIFT meanings with refined and easy trends, so we planned UCC(User Created Contents) promotions with 2 types and executed one after another. That is, we divided the promotion into 2 phases; Phase 1 was to “Learn & Feel SHIFT_”, the title was “What is your SHIFT_?” and Phase 2 was to “Experience the SHIFT_”, the title was “Design your own SHIFT_T-shirts!”.
Firstly, on the Phase 1, we showed “What is SHFT_” and made people their own SHIFT meanings with image or movie.
Secondly, on the Phase 2, we created some functions to design T-shirts on the website with providing some design factors. Many people participated and later Nissan gave T-shirts made by the winner’ design.
These 2 types of campaigns leaded people’ understanding about SHIFT_ and people’ positive participations more than our expectation. Not only for just participating, but also for delivering and sharing. During the 3-month campaign, target users have been exposed 5 times than noraml."
Account Staff: Yoon Youngmin
Planning Staff: Son Hyewon
Creative Director: Park Heewoon
Graphic Designer: Song Kyoungwon
The Online Advert titled SHIFT_ Website was done by Tbwa\ advertising agency for product: Nissan (brand: Nissan) in North Korea. It was released in the Aug 2009.