Nissan Ambient, Case study A WORLD WITHOUT PETROL [Video], 2 by Whybin\TBWA Group Melbourne

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A WORLD WITHOUT PETROL [Video], 2

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Industry Cars, Business equipment & services, Corporate Image
Media Ambient, Case study
Market Australia
Agency Whybin\TBWA Group Melbourne
Released June 2012

Awards

Spikes Asia 2012
Media Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Ambient Media: Large Scale
Title A WORLD WITHOUT PETROL
Advertiser/Client NISSAN AUSTRALIA
Product/Service NISSAN LEAF
Entrant Company: WHYBIN\TBWA Melbourne, AUSTRALIA
Advertising Agency: WHYBIN\TBWA Melbourne, AUSTRALIA
Media Agency: CARAT South Melbourne, AUSTRALIA
Paul Arena Whybin\TBWA Producer
Paul Mayes Whybin\TBWA Head Of Planning
Scott Woodhouse Whybin\TBWA Digital Planner
Jayne Mcswiney Whybin\TBWA Digital Creative
Paul Reardon Whybin\TBWA Executive Creative Director
Damian Royce Whybin\TBWA Creative Director
Rob Hibbert Whybin\TBWA Copywriter
Mark Jones Whybin\TBWA Art Director
Margot Ger Whybin\TBWA Executive Producer
Mike Napolitano Whybin\TBWA Group Account Director
The Glue Society (James Dive) Will O'Rourke Direction
Josh Mullens Will O'Rourke Head Of Projects
Adrian Shapiro Will O'Rourke Producer
Julia Unwin Whybin\TBWA Account Director
Results and Effectiveness:
Over 12 million people viewed via Facebook sharing. Over 100 pieces of editorial generated. 100% of coverage included brand mentions (90% included imagery). Over 17 million impressions via online media stories. Invited to exhibit the recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.
Creative Execution:
We took over 40 recycled petrol pumps and transformed them into everyday items such as a fish tank, gumball dispenser, coffee machine, water fountain, bubble blower, grandfather clock, arcade game and a bird feeder covered in birdseed, to name a few. We then exhibited them in prominent public spaces in Sydney and Melbourne and invited people to interact with them. Users were encouraged to go online to vote for their favourite petrol pump via individual QR codes. Entry points to digitally discovering the ‘a world without petrol’ launch activation were setup on Facebook, YouTube, Pinterest, Flickr, ZeroPetrol.com.au, Twitter along with a host of paid and earned media touch points.
Insights, Strategy and the Idea:
Nissan wanted to launch their 100% electric car into Australia. Problem was, most Australians had no idea that the electric car was a reality. They thought it was just a thing of the future. Our strategy was, rather than focus on the car’s technology, why not highlight the fact that petrol could soon be a thing of the past? Our idea was to present a thought-provoking question: In a world without petrol, what do we do with the pumps?