THE CONFIDENCE OF EXTREME GRIP by PSI Advertising for Nissan

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THE CONFIDENCE OF EXTREME GRIP

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United Kingdom
Agency PSI Advertising
Released December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: NISSAN EUROPE
Product/Service: 4X4 TECHNOLOGY
Agency: PSI ADVERTISING
Date of First Appearance: Dec 17 2010
Entrant Company: OMD FRANCE, Boulogne-Billancourt, FRANCE
Entry URL: http://www.nissan-extremegrip.com/
European Governance Director: Joe Lunn (OMD)
Director of Experiential & Specialist Events: Kevin Harbut (PSI)
Integrated Business Director: Helen Bull (PSI)
Senior Project Manager: Suzie Dias (PSI)
Media & Advertising Officer: Marie Loridon (Nissan Europe)
Media & Advertising Manager: Caroline Mechai (Nissan Europe)
Product Manager: Gareth Dunsmore (Nissan Europe)
Interactive Section Officer: Clemence Brissac (Nissan Europe)
Business Director: Damian Smyth (Digitas)
Senior Account Director: Chris Hudson (TMW)
Account Director: Guillaume Chupeau (TBWA)
Digital Futures & Innovations Director: Benjamin Levy (OMD)
Media placement: Outdoor - 370 panels: Billboards, Gondolas, Entry Portals, Lift Pylons, Bus Wrap - Verbier (CH), Avoriaz (FR), Livigno (IT), Formigal (ES) - 17th Dec 2010
Media placement: Experiential: 12 Brand Ambassadors, 8 Ski/Board Instructors, 8 Vehicle Placement - Verbier (CH), Avoriaz (FR), Livigno (IT), Formigal (ES) - 22nd Dec 2010
Media placement: Ambient : A3 Posters, DM, Piste Maps, Ski School Bibs - Verbier (CH), Avoriaz (FR), Livigno (IT), Formigal (ES) - 22nd Dec 2010
Media placement: Digital: Display Media, Newsletters, Video, Editorial Placements, Text Links - Google Display Network (UK/FR/IT/DE/ES/RU/CH/AT); Mottolino.com; Avoriaz.com; Ve - 20th Dec 2010

Insights, Strategy & the Idea
The brief was twofold: launch Nissan’s All-Mode 4X4 technology, using this message to address both weak brand opinion and poor customer loyalty.

However Milward-Brown tracking revealed that strength in 4X4 had minimal impact on the positive perception of an automotive brand.

We had to cut through the apathy and engage consumers with the tangible benefit of All-Mode: Extreme Grip.

For city-dwellers with small-medium sized vehicles, having the added option of All-Mode 4X4 was clearly going to most benefit skiers and boarders, but research revealed a more surprising insight: they underestimate their skiing ability (Sulheim 2006).

Whether it’s sliding over ice or skiing through wet slush in the afternoon, the average skier is constantly ‘aware’ of losing grip.

Our approach: give skiers the confidence of Extreme Grip.

There were two key moments: skiing on a perfectly groomed, completely empty piste; or side-by-side with someone born and bred in the mountains.

Creative Execution
We convinced four major European ski resorts to open their lifts 30-45 minutes early – for the entire season – exclusively for Nissan.

The concept was briefed out to resorts across Europe, letting them pitch for the chance to have the Nissan Extreme Grip experience in resort. We then built a booking platform, recruited staff, and managed the complete end-to-end fulfillment in resort.

To promote it, we set up the brand message with billboards, and then immersed Nissan in the community; with ambassadors, ambient media, ski schools, online, PR and vehicles perched on the mountain - all directing people to book at custom-built kiosks or www.nissan-extremegrip.com.

For late-risers, we commissioned ski instructors to provide Extreme Grip Coaching Sessions, sending a steady stream of Nissan-branded skiers throughout the resorts.

Crucially, anyone could trial the experience, but only Nissan customers received unlimited priority access every day, completely free - a global first.

Results and Effectiveness
Positive brand opinion doubled: 49% of skiers exposed to the campaign – not just participants – perceived Nissan positively, twice the brand average (24%).

52% agreed that Nissan ‘make cars that can handle any road conditions’, more than double the nearest competitor, demonstrating clear message take-out.

In the first two months 139,000 skiers visited the microsite, delivering 11,489 sign-ups, and an incredible 84% conversion from registration to attendance.

Finally, 9% of participants were Nissan owners, three times greater than Nissan’s market share, delivering an invaluable database of qualified leads, and a VIP experience visible to over 3 million skiers.