Advertiser: NISSAN
Agency: KNIT
Category: Best Use of Other Digital Media in a Promotional Campaign
Director: Nick Thompson (Knit)
Project Manager: Glyn Cotton (Knit)
Implementation
We developed an integrated approach by implementing a unique engagement and amplification experience, creatively bringing together the off-line world, with the online, and amplifying the brand's reach from hundreds and thousands, to potentially, millions by using RFID (Radio Frequency Identification) and mobile NFC (Near Field Communication). Positive and personalised visitor experiences would be crucial to Nissan’s success, so a variety of inventive and engaging technology-led activities were developed at the various events to attract customer prospects and enable easy online sharing on Facebook and via email.
Relevancy
Nissan has led the way in the automotive and transport field by using this emerging technology. Prominence of Nissan’s presence was vital to attract crowds and so at each event, on stand activities with Brand Ambassadors promoted Nissan’s messaging to vast numbers. Visitors to each event were able to personalise and share their experiences with friends and family by registering their own RFID card. Sign-up was simple - visitors connect with Facebook or sign-up for email. Following sign-up, the visitor takes a photo and shares it to their Facebook wall or email account amplifying the brand's reach to the masses.
Outcome
The solution has the functionality to harvest data for CRM so interested parties could be contacted to organise test drives post-event which also allowed us to gather meaningful results from each event. Results are from Goodwood Festival of Speed event 2012 11th-14th July:Facebook results:-Registration - 603 (with photos 451)Likes - 528Photo App - 120Thrill zone - 188GT App - 11Total1,450 posts x 235 (average number of friends UK) = 340,750 impressions on FacebookReach using Edgerank: 16% of 340,750 impressions = 54,520Sales data: •Leads: 226•Test drive requests: 95
Client Brief Or Objective
Through a series of events, we were tasked with elevating and advertising the Nissan brand with innovation at the core of its activity. Nissan’s aim was to raise consumer awareness, promote its range of vehicles and encourage sales by creating excitement and a ‘buzz’ around the exhibit. The aim was to attract and engage with thousands of customer prospects on a personal level and deliver a unique and fun experience to motivate word of mouth.Our technology has been used at Goodwood Festival of Speed, ATP Tennis Championships, London and at Nissan's Innovation Station at London's O2 throughout 2012.