Nissan Design & Branding NISSAN 370 ZEN TO Z by Whybin\TBWA Sydney

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NISSAN 370 ZEN TO Z

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Industry Cars
Media Design & Branding
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton, Dave Bowman
Art Director Glenn Christensen
Copywriter Jarrod Lowe
Digital Creative Director Russ Tucker
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: NISSAN AUSTRALIA
Product/Service: NISSAN 370Z
Agency: WHYBIN\TBWA\TEQUILA SYDNEY
Executive Creative Director: Matty Burton (Whybin\TBWA\Tequila Sydney)
Executive Creative Director: Dave Bowman (Whybin\TBWA\Tequila Sydney)
Digital Creative Director: Russ Tucker (Whybin\TBWA\Tequila Sydney)
Associate Digital Creative Director: Karl Reynolds (Whybin\TBWA\Tequila Sydney)
Art Director: Glenn Christensen (Whybin\TBWA\Tequila Sydney)
Copywriter: Jarrod Lowe (Whybin\TBWA\Tequila Sydney)
Digital Design Director: Peter Chen (Whybin\TBWA\Tequila Sydney)
Digital Designer: Jeffrey Mok (Whybin\TBWA\Tequila Sydney)
Creative Technology Lead: Shaun O'Connor (Whybin\TBWA\Tequila Sydney)
Digital Producer: Chris Rollings (Whybin\TBWA\Tequila Sydney)
Head Of Content: Pete Gately (Whybin\TBWA\Tequila Sydney)
Group Account Director: Jeremy Smart (Whybin\TBWA\Tequila Sydney)
Account Director: Chris Repetowski (Whybin\TBWA\Tequila Melbourne)
Planner: James Needham (Whybin\TBWA\Tequila Melbourne)
Media placement: ONLINE/ BANNERS (VIDEO BANNERS) - BUSINESS SPECTATOR, GIZMONDO,LIFEHACKER, CNET.com, ZDNet.com.au, Fairfax Digital (Tech & Business) - 7/11/2011
Media placement: ONLINE / BANNERS (VIDEO BANNERS) - MEDIAMOTIVE, TRIBAL FUSION, ADCONION - 7/11/2011
Media placement: ONLINE/FACEBOOK - FACEBOOK (POSTS ON NISSAN AUSTRALIA PERFORMANCE PAGE , FACEBOOK CONNECT APP - 7/11/2011
Media placement: ONLINE/ TWITTER - TWITTER - 7/11/2011
Media placement: ONLINE/ YOUTUBE - YOUTUBE - JAN 2012
Media placement: ONLINE/YOUTUBE - YOUTUBE MASTHEAD BANNER - 14/4/2012

Describe the brief from the client
The Nissan Z range is legendary and has a loyal, almost cult following. These male car enthusiasts we were talking to pride themselves on their knowledge of cars and their performance capabilities. They want to boast to their mates about what their favourite car can do.
Therefore, to launch the latest model of the 370Z the client wanted us to demonstrate just how exhilarating the car could be.

Describe the challenges and key objectives
To prove that the 370Z is the most exhilarating driving experience, we recruited a Zen Master, hooked him up to a heart monitor and put him through a series of exhilarating tests.

This led to some amazing footage. Our challenge with the design was to make it equally exhilarating, while not detracting from our principal goal of navigating viewers to the video content.

Describe how you arrived at the final design
We wanted to reflect the different facets of the idea in our design. The exhilaration scale, for instance, inspired our use of the heart rate visual pneumonic as a key element.
And as this was an experiment of sorts, we wanted the site to borrow visual cues from the science and laboratory fields. From a user experience perspective, we wanted the site to have an untraditional flow and feel very organic, as though the user is exploring and panning around the test results.
To represent the spirit of Zen, we also made the site scroll in a unique way - from bottom to top, ascending from light into darkness.

Give some indication of how successful the outcome was in the market
Zen to Z raised the exhilaration levels of our target audience:
- After just 8 weeks we exceeded sales targets by 85%
- Up 47% from same time last year
- We more than doubled the industry dwell time onsite, meaning consumers engaged with our brand for almost 6 minutes