Nissan Design & Branding CUBELIST.COM, ARE YOU ON THE LIST? by Dna

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Industry Cars
Media Design & Branding
Market France
Agency Dna
Art Director Florian Cordier
Client Service Director Serge Biscard
Released November 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Product/Service: CUBE
Agency: DNA
Date of First Appearance: Nov 17 2009 12:00AM
Entrant Company: DNA, Neuilly-sur-Seine, FRANCE
Entry URL:
Marketing Communication General Manager: Jean Pierre Diernaz (Nissan Europe)
Interactive European Project Manager: Gareth Dunsmore (Nissan Europe)
Digital Specialist, Marketing Communications, Interactive Marketing: Cédric Ratinaud (Nissan Europe)
Chief Executive Officer: Stéphane Amis (DNA)
Deputy Managing Director: Vincent Druguet (DNA)
Chief Creative Officer: Olivier Delas (DNA)
Client Service Director: Serge Biscard (DNA)
Art Director: Florian Cordier (DNA)
Media placement: Launch - UK, France, Germany, Spain, Italy - 17/11/2009
Media placement: Cube Stores Openings - London, Paris, Berlin - 25/11/2009

Describe the challenges and key objectives
The challenge put forth by the client was to create a buzz and target a specific audience for this special car: fashionistas, designers; film, video, advertising, and media professionals. The ambition: this hand-picked community would turn the car into an icon in Europe, as it is in Japan and create an exclusive subculture of Cube-thusiasts.

Describe the brief from the client
Nissan sent 3,000 of its iconic Cube cars to Europe in early 2010. The client’s directive was that no media be used to market the car, only word of mouth. A closed circle of highly influential Cube ambassadors would generate buzz by driving the car, raving about it, and attending innovative digital and live performances open only to CubeList members.

Describe how you arrived at the final design
Naive like a child’s drawing, arrogant like a bulldog, the Nissan Cube demanded an interactive online experience unlike anything car buyers had experienced before. Rather than deliver rote instructions, the site gives the user clues they can use to decipher the User’s Manual. More than a car, the Cube is a gateway to a next-generation mind-set and lifestyle. With faint grey outlines, the site’s monochromatic diagrams remind the user that the Cube was conceived as an “everyday UFO.” An archetype of contemporary Japanese design, light and supple like rice paper,’s “Cubed” exploration module, co-developed with Carlos Ulloa, the inventor of 3D in Flash, opens and closes like a Pandora’s box with six interactive panels, six elementary colours, and six sensory experiences.

Give some indication of how successful the outcome was in the market
The results from only six weeks of media-free campaigning were off the charts. From November 17 through December 29, 2009, the site had: 150,000 individual visitors 24,000 member sign-ups 850 initiated test-drives The Design Industry also took notice. CubeList was awarded “Site of the Day” by the FWA ( and ranked 16th in the Design Charts ( ) in January 2010.