NEW ACTION TOUR by Hakuhodo Tokyo, TBWA\Hakuhodo Tokyo for Nissan

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NEW ACTION TOUR

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Industry Cars
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Creative Director Kazushi Taniichi
Agency TBWA\Hakuhodo Tokyo
Art Director Mochizuki Jyuntaro
Designer Murata Toshihide
Producer Takumi Matsuzawa, Tsuchiyama Junji
Account Supervisor Hiroshi Miyamoto
Released August 2012

Credits & Description

Category: Automotive and Transport
Advertiser: NISSAN MOTOR
Product/Service: ELECTRIC VEHICLE
Exective Creative Director: Miki Matsui (TBWA HAKUHODO)
Senior Creative Director: Kazuto Fukushima (TBWA HAKUHODO)
Senior Strategic Planning Director: Ryuji Uchiyama (TBWA HAKUHODO)
Creative Director: Kazushi Taniichi (TBWA HAKUHODO)
Group Manager: Kawachi Hideaki (TBWA HAKUHODO)
Account Director: Kang Genjyun (TBWA HAKUHODO)
Account Director: Nunomura Tatsuki (TBWA HAKUHODO)
Account Supervisor: Miyamoto Hiroshi (TBWA HAKUHODO)
Account Director: Nakamura Yosuke (TBWA HAKUHODO)
Account Executive: Nikai Shimpei (TBWA HAKUHODO)
Account Director: Mori Mineo (TBWA HAKUHODO)
Producer: Matsuzawa Takumi (HAKUHODO)
Workshop Facilitater: Udo Takeaki (HAKUHODO)
Workshop Planner: Hara Setsuko (HAKUHODO)
Art Director: Mochizuki Jyuntaro (Hakuhodo i-studio)
Planner: Mizuki Shichinohe (Hakuhodo i-studio)
Exective Producer: Okimoto Tetsuya (Hakuhodo i-studio)
Producer: Tsuchiyama Junji (Hakuhodo i-studio)
Movie Producer: Maeda Ken (Hakuhodo i-studio)
Designer: Murata Toshihide (Hakuhodo i-studio)
Media placement: TV - TV Asahi Corporation "SUPER MORNING" - 13 September 2010
Media placement: TV - TV Tokyo Network "TXN NEWS" - 2 October 2010
Media placement: TV - Television Saitama "NEWS & WEATHER" - 21 August 2010
Media placement: TV - TV TOKYO Corporation "WORLD BUSINESS SATELLITE" - 9 Novemeber 2010
Media placement: TV - Japan Broadcasting Corporation "METROPOLITAN NETWORK" - 29 November 2010
Media placement: TV - Japan Broadcasting Corporation "BUSINESS & SPORTS WIDE" - 3 December 2010
Media placement: TV - Fuji Television Network "NEWS JAPAN" - 22 December 2010
Media placement: Newspaper - Asahi Shimbun - 4 December 2010
Media placement: Newspaper - Yomiuri Shimbun(YOKOHAMA) - 4 December 2010

Summary of the Campaign
The launch of Nissan’s electric vehicle - The Leaf - was not done through traditional mass advertising, (the new marketing technique for the Electric Vehicle - EV - established a new merit perception for Nissan).

The EV is not simply a car to be driven: it was originally influenced by a city’s infrastructure - to capture fresh strategies with the involvement of citizens interested in community development. Advocacy workshops in 6 different locations were implemented.

The results: The Leaf has been accepted by citizens as a vehicle for the Citizens of the City.
15 Billion Yen (247.8% of target) worth of exposure was created through various activities.

The Situation
As the Japanese automotive market continues to shrink, traditional mass advertising for a new car is limited. On the other hand, there has been increasing interest in social media business and civic activities.

The Goal
The launch of Nissan’s new EV vehicle and its new perception was successfully launched. From our prior research, we found the Japanese had low interest in cars. Therefore, to achieve Nissan’s new perception, it was necessary to expand the target audience.

The Strategy
EV cars were not meant to be produced and driven in the streets. A new target concept was created to directly involve citizens and Nissan, which then developed into one large community.

We wanted to involve the public by attending various advocacy workshops and inducing serious ideas that were later expanded through social media.

Execution
From July, 2010 (6 months duration) students, housewives, NPO, other various communities, local governments and companies promoted the theme, "EV future of City Planning." This theme was carried out through special reproduction of Advocacy Workshops in 6 different cities. Ideas from workshops and each PR strategy, were used by local media and then posted onto the Web to communicate to online solicited support groups.

Documented Results
Through a series of activities, total exposure was worth over 15 billion yen (247.8% of target).

Specific social media such as:
- Twitter’s tweet impression (during Tokyo motor show).
- Achieved over 2.4 times the targeted number of Twitter views. During its first public presentation of its EV Launch, the citizens who participated in the advocacy workshops also appeared on stage. This signed a new era for Nissan.