THE CHALLENGE
In October 2020, Nissan was set to launch a region favorite for the first time in 10 years: The Nissan X-Terra. However in the midst of the pandemic we found ourselves limited in outlet to help them introduce the new star of their line-up, an SUV to take you wherever you choose to. To break through with our creative we needed to come up with an idea that would help sell the concept of freedom of exploration while providing our audience with an online experience.
STARTING A CONVERSATION
To make sure we would get the attention we needed, we decided to break away from the conventional car category launch and start a conversation we knew our audience was passionate about: The race to Mars. To do so, we designed a 3D printed interactive helmet that would act as an RSVP. Upon scanning a QR code the visor came to life to reveal something big was about to happen. The press and influencers from over 18 markets went crazy and took the conversation online.
A SHOW LIKE NO OTHER
Starting a conversation was only half of the job. We now needed to demonstrate that X-Terra could really take you everywhere. To do so we decided to not build one virtual environment but 5. Taking you from the country-side of Kyoto, passing by Mars and back to the Middle-East. The energy injected into the scripting of our 20 minute show came in support of the dynamism that characterizes the iconic SUV.
THE RESULTS
What started off as a car launch became a social phenomenon. In world where we only consume 10 second content, Nissan proved that long form still works, becoming the most viewed piece of content the brand produced in over 10 years and outperforming the category by 600%. Check our video just below for more on how we disrupted an industry.
