PROVE IT APPLICATION by Dna, PHONEVALLEY for Nissan

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PROVE IT APPLICATION

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Industry Cars
Media Promo & PR, Case study
Market France
Agency Dna
Creative Director Jean-Baptiste Burdin
Art Director Yasushi Zonno, Kévin Ulve
Agency PHONEVALLEY
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: NISSAN EUROPE
Product/Service: QASHQAI
Agency: DNA
Agency: PHONEVALLEY
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: DNA, Neuilly-sur-Seine, FRANCE
Entry URL: http://www.nycworkshowcase.com/shows/cannes%5F2010/pages/nissanSkiMEDIA_A12.html
General Manager Marketing Communications: Jean Pierre Diernaz (Nissan Europe)
European Project Manager Interactive: 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 Services Director: Serge Biscard (DNA)
Creative Director: Jean-Baptiste Burdin (DNA)
Art Director: Yasushi Zonno (DNA)
Chief Executive Officer: Alexandre Mars (Phonevalley)
Project Director: Guillaume Bordes (Phonevalley)
Project Manager: Frédéric Nardon (Phonevalley)
Art Director: Kévin Ulve (Phonevalley)
Media placement: Ski Challenge V1 Iphone Application - Http://itunes.apple.com/en/app/id342757288?mt=8 - 20/12/2009
Media placement: Ski Challenge V2 Iphone Application - Http://itunes.apple.com/en/app/id342757288?mt=8 - 24/01/2010

Results and Effectiveness
With this branded utility platform, Nissan actively engaged audiences over a sustained period, providing a meaningful hub around which its audience could cluster as a community – and most importantly offering a clever service that would add value to its audience’s lives. As a result, Nissan Ski Challenge PROVE IT iPhone application gathered 30,000 uploads in 2 months, 800 submissions to Ski Challenge PROVE IT and 180 000 pictures and videos previews on Facebook Ski Contest page.

Creative Execution
The Ski Challenge – PROVE IT application is the first social media iPhone application dedicated to skiers across Europe. They explore stunning interactive 3D maps of 45 European resorts. They turn around, zoom in, zoom out and take advantage of the iPhone’s inbuilt GPS function to locate themselves and to follow their friends on top of the slopes. The application adds social features and also with a “Record your run” module. iPhone users can start recording at the top of a run, stop at the bottom, and a detailed map of their descent, including altitude, distance and speed will then be displayed on the iPhone. On www.nissan-proveit.com users upload all their photos & videos to prove “they are tough like a QASHQAI” in order to get a chance to win one. People can also participate to the challenge by uploading their videos or photos directly on Facebook.

Insights, Strategy & the Idea
Nissan Europe’s challenge was to raise awareness & opinion on its QASHQAI car. The brand’s objective is multi-faceted. First, support the communication of the umbrella cross media PROVE IT campaign on ski resorts, through a mobile activation that engages skiers with the Nissan brand on the one and only media available on the slopes: their smartphone. The ambition: to raise awareness of QASHQAI among its core and wider audience and to create a positive engagement among them. Second, get users to engage in a community driven by their passion for skiing, a sport that requires performance, toughness and going beyond one’s limits. The ambition; to enable skiers and snowboarders to interact among themselves as a live community. The agencies designed a social media iPhone application which emphasizes that community in a fast-moving sport environment: skiers are offered to exchange and interact based upon their common interest for challenges and competition. The brand ultimately wishes to develop sales leads among in-market car buyers.