Nissan Case study THE NEW CAR by TBWA\Chiat\Day Los Angeles

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THE NEW CAR

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Industry Cars
Media Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Shawna Bigby, Michael Richardson
Executive Creative Director Patrick Oneill
Creative Director Steven Savic, Peter Von Sass
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: NISSAN
Product/Service: NISSAN LEAF
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jul 3 2010
Global Director of Media Arts:: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Group Creative Director: Margaret Keene, Chris Adams (TBWA\Chiat\Day)
Associate Creative Director: Michael Richardson, Shawna Bigby (TBWA\Chiat\Day)
Managing Director: Jon Castle (TBWA\Chiat\Day)
Account Director: Bonnie Schwartz (TBWA\Chiat\Day)
Account Manager: Patrick Jones, Bria Colyer, Chris Zobel, Desiree Ho (TBWA\Chiat\Day)
Executive Director of Integrated Production: Richard O'Neill (TBWA\Chiat\Day)
Producers: Carrie Schaer, David Won, Lisa Urbanic (TBWA\Chiat\Day)
Planner: Noel Sullivan, Sean Quinn (TBWA\Chiat\Day)
Creative Director: Steven Savic, Peter Von Sass (Critical Mass)
Planner: Chrissie Graboski (Critical Mass)
Technology: Torin Segstro (Critical Mass)
Senior Vice President: Brian Carolin (Nissan Americas)
VP Marketing: Jon Brancheau (Nissan Americas)
Director of Marketing: Erich Marx (Nissan Americas)
Director of Marketing: Bill Peffer (Nissan Americas)
Senior Manager, Marketing Communications: Phil O'Connor (Nissan Americas)
Manager, Marketing Communications: Richard Ash (Nissan Americas)
Media placement: Microsite - www.nissanusa.com/leaf-electric-car/index - 4/19/10
Media placement: LEAF IAd - IPhone - 6/7/10
Media placement: The New Way - Youtube, www.nissanusa.com/leaf-electric-car/index - 6/22/10
Media placement: Sexy Science Print Ads - Motor Trend, Automobile - 6/29/10
Media placement: Lance TV Spot - Versus - 7/2/10
Media placement: Polar Bear TV Spot - MSNBC, FOX News, Comedy Central, Discovery Channel, Food Network, FX, Nat Geo, SyFy, TBS, TNT - 9/9/10
Media placement: Sexy Science Web Films - You Tube, www.nissanusa.com/leaf-electric-car/index - 10/13/10

Describe the campaign/entry
The 100% electric Nissan LEAF came to market amid a recession, a historically-low car buying market and massive eco-car complacency—our target consumer already had a Prius: why buy another new car?
Our answer was to present the LEAF as a quantum leap past hybrids, or anything else in automotive history. This was not another new car, this was the new car.
The campaign sought to address two major targets: "early adopters" and the "pragmatic majority." We would convince early adopters that the LEAF was a game-changing car they could drive right now. And we’d convince the pragmatic majority that the LEAF was a car they could look forward to: the inevitable car of the future.

Describe how the campaign/entry was launched across each channel in the order of implementation

We began by answering early adopters’ many questions with a Twitter-based Q&A that synched the Nissan LEAF microsite and our Twitter feed. Then we hit early adopters again with the world’s first iAd. Now that buzz was building online, we introduced the "the new car" concept in an online commercial.
We followed the spot with a series of data-graphics print ads that showed off LEAF features. And then we began to sow seeds among the general public with a spot featuring Lance Armstrong riding behind the tailpipe-free LEAF. After Lance, the spotlight turned to a friendly polar bear who journeyed over sea and land to thank a LEAF owner. Meanwhile, we continued to convince early adopters with animated data graphics that were easy to understand and share. All of this media led consumers to the ultimate goal—reserving and ordering their new LEAF on our website.

Give some idea of how successful this campaign/entry was with both client and consumer
Nissan received over 800 LEAF reservations in the first hour and tallied more than a quarter of its total LEAF reservation goal within the first 24 hours. Nissan met its year-end LEAF reservations goal (20,000 reservations) three and a half months ahead of schedule, before a majority of buyers had ever driven the car.

The number of early adopter hand-raisers who opted-in to learn more about the LEAF exceeded goals by 62%. Online consumer buzz around the LEAF jumped 42% (between March 2010 and December 2010), while positive opinion among early adopters (opinion amongst those very/somewhat familiar with LEAF) jumped 20 points. Such growth in influencer opinion indicates LEAF is well positioned for success with the Pragmatic Majority, as our early adopters evangelize to the broader market over the coming years.