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  • Calgary, Alberta T2G 0H7
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Nissan - "The New Car" - Critical Mass

  • The New Car
  • Nissan
  • Nissan Motor Corp.
  • Critical Mass
  • United States
  • Nissan LEAF Launch
Product NameLEAF
Product CategoryCars
Date of First Broadcast/Publication2011
Media TypeCase Study
Length154 Seconds
Awards Interactive Media Awards, 2011 (Best in Class) for Green/Environmental
W3 Awards / The W³ Awards, 2011 (Silver Award) for Automotive

Story

The Nissan LEAF is an automobile unlike any that's come before. It's the first mass-market, mass-marketed 100% electric vehicle, first launched in the US, Europe and Japan, before broader distribution to 17 countries.

Concept

LEAF is different. It's the first-ever 100% electric, zero-emissions vehicle. It's not a new car. It's the new car. And so is its digital experience. It speaks a new language. It asks new questions. It was our job to answer them in a cutting-edge digital experience targeted to a new driver who feeds off digital media.

Problem

What Do You Mean: 100% Electric?

When you're launching a game-changer in an entirely new category, people are bound to have questions…lots of them. So we built the world's first comprehensive Twitter Q&A engine, covering everything from battery capacity to performance to comfort.

Our primary goals: drive awareness, educate people, and ease their fears about driving electric.

Fueling the Conversation

Tapping into 20+ social platforms, we provided insight and guidance to help consumers understand if the LEAF was right for them. We created robust infographics and interactive tools enabling them to determine whether their driving habits, homes and lifestyles were suitable for the switch to 100% electric. And we staged a LEAF Zero Emissions promotional tour that let users RSVP via Google maps and capture first impressions, posting them in real-time on YouTube and Facebook.

From Conversation to Conversion

Working in lock-step with agency partners, we executed a tightly woven campaign that encompassed nearly every medium-TV and print, plus online media, video, social platforms and a groundbreaking iAd execution. Our answer-ready, zero-emission hub website and innovative online reservations system delivered an unheard of 90% conversion rate-all online.

Result

  • 5,000 reservations on the first day
  • 15,558 questions submitted
  • 90% conversion rate
  • Initial production run of 20,000 cars sold out 3 months ahead of schedule
  • 20+ industry awards
  • 4.7 million visitors to date
  • 100,000+ Facebook likes