LEAF IAD by TBWA\Chiat\Day Los Angeles for Nissan

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LEAF IAD

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Glenn Sanders, Shawna Bigby, Michael Richardson, Dylan Schwartz, Chuck Blackwell - Ken Pappanduros - Jason Busa
Executive Creative Director Patrick Oneill
Creative Director Olivier Rabenschlag
Art Director Vladislav Ivangorodsky
Copywriter Marcin Markiewicz
Released July 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: NISSAN
Product/Service: NISSAN LEAF
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Jul 3 2010
Entrant Company: TBWA\CHIAT\DAY LA, Los Angeles, USA
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)
Creative Director: Olivier Rabenschlag (TBWA/ Chiat/ Day)
Associate Creative Director: Dylan Schwartz/ Glenn Sanders (TBWA/ Chiat/ Day)
Associate Creative Director: Shawna Bigby/ Michael Richardson/ Jason Busa (TBWA/ Chiat/ Day)
Interaction Design: Kathrin Hoffman (TBWA/ Chiat/ Day)
Copywriter: Marcin Markiewicz (TBWA/ Chiat/ Day)
Art Director: Vladislav Ivangorodsky (TBWA/ Chiat/ Day)
Designers: Donny Smith/ Bory Chung/ Jason Fryer/ Ken Bones/ Adhemas Batista (TBWA/ Chiat/ Day)
Digital Program Manager: Molly Park (TBWA/ Chiat/ Day)
Project manager: Melissa Heitman (TBWA/ Chiat/ Day)
Director of Creative Technology: Ricardo Diaz (TBWA/ Chiat/ Day)
Motion Design: Jefferson Wu/ Kevin Reid/ Jeff Dickson (TBWA/ Chiat/ Day)
Interactive Video Director: Stevo Chang (TBWA/ Chiat/ Day)
Director of Integrated Production: Richard O'Neill (TBWA/ Chiat/ Day)
Assistant Producer: Lisa Urbanic (TBWA/ Chiat/ Day)
Management Supervisor: Bria Colyer/ Chris Zobel (TBWA/ Chiat/ Day)
Desiree Ho: Account Supervisor (TBWA/ Chiat/ Day)
Media placement: IAd - IPhone - July 3, 2010

Insights, Strategy & the Idea
Introduce both a revolutionary new car and a revolutionary new ad platform.

Creative Execution
Our NISSAN LEAF campaign describes it as "the new car." We took the idea of new as inspiration to redefine everything related to the vehicle - from its specs to its fuel efficiency rating. We offered a chance to win a car through the iAd - a first. And we developed a future history of the NISSAN LEAF as an epic video to set the whole thing up.

All of this messaging was packed into 6 easy to digest sections, and delivered via a carousel navigation that served the dual purpose of showing off a 360 view of the car.

Results and Effectiveness
Steve Jobs demonstrated this new ad platform by showcasing the NISSAN LEAF iAd. Customers spent an average 90 seconds with the ad, 10x longer than other digital ads). And the tap through rate was 5x higher than previous LEAF ads.