Nissan and Nissan United Partner agencies (TBWA\G1 Paris, TBWA\London, OMD, D2NA) announced the launch of a new Brand campaign, “Electrify the World”, enlightening Nissan’s expertize and leadership in e-mobility.
Since 2010, when the Nissan LEAF was launched, Nissan’s visionary designers and engineers have blazed the trail of innovations in electric mobility. While competitors were simply talking about 100% electric vehicles and timidly engaging on this path with hybrid, Nissan did bring the idea to life.
Gareth Dunsmore, EV Director, Nissan Europe
“5 years ago, Nissan started the journey to expand the horizon of electric mobility by creating mass produced for electric vehicles. Since then, Nissan’s LEAF customers have driven nearly 2 billion kilometres in that car. All that data, knowledge and credibility has been fed back to us to help build our expertise. Our competitors are now entering the market, which will help expand the overall segment, though our heritage and expertise will help lead the sector for the long term.”
“Electrify the world” is a 360° integrated campaign that has been launched this September, mainly driven by a strong presence and synergy approach between TV and Digital, to demonstrate Nissan’s leadership and expertise in electric vehicles and invites audiences to join the LEAF’s satisfied owners’ community.
Most people talk and talk and talk. But there's a more passionate breed who realize ideas: DOERS. They get out there and live, they go places, they achieve things. Thanks to this “doers” attitude, Nissan opened a new alternative for drivers by bring to the market it’s range of 100% electric vehicles.”
Martin Moll, General Manager Marketing Communications, Nissan Europe
“Doing is a major part of Nissan’s DNA and the foundation of our will to bring innovations to our customers. This new Nissan brand campaign captures the heart of our « doers » mentality while demonstrating our expertise in a very dynamic way.”
Walter Campbell, TBWA\London Creative Director
“The idea of ‘Doers’ is really a crystallization of the Nissan brand attitude. At Nissan there is a deep respect of great ideas, of realizing them, of taking them off the drawing board and making them a reality. It’s about doing, not talking. “
Ewan Veitch, TBWA\G1Paris President
“The key motivation at Nissan is to do things that need to be done. This is a brand that looks at the customer first in order to understand their needs and desires. Nissan saw the electric vehicle as the future for the automotive industry and so moved to create the fully electric LEAF as a production vehicle, while everyone else was talking about it. So the LEAF stole a march on the evolution of motoring and is now the most popular electric vehicle worldwide. A car for people who lead the curve made by a company that leads the curve, therefore are true leaders.“
The engaging TVC demonstrates what Nissan has achieved to be the world leader in 100% electric vehicles through the story of a Doer as he takes an exciting journey, culminating at the uplifting moment, as he paraglides down a mountain - the final scene capturing the feeling you get when driving a Nissan LEAF.
All accompanied by a strong and meaningful voiceover highlighting the differences between the people that talks about things and those who actually do.
Thanks to TVC tags and 15’ digital content films, the campaign is articulate to focus and enlighten the five key proof points to drive home Nissan’s credentials as leader in 100% electric vehicles:
- Nissan’s range of electric vehicles
- Nissan LEAF owners’ satisfaction rate of 96%
- Nissan’s large network of charging station
- Nissan LEAF’s new battery launch (up to 250 km* autonomy on a single charge)
- Nissan’s EV cost of ownership as low as 3cent per kilometres.