2022 Bronze Launch

Agency: TBWA and Nissan United

Client: Nissan UK

Campaign Name: Electrified Art - A Nissan Metaverse Experience

Campaign Overview

Nissan UK’s goal was to drive an exciting launch for the 100% electric Nissan ARIYA, cementing it as the manufacturer’s halo model while showcasing the carmaker’s innovative technology, Japan-inspired design and electrification.

Strategy
To suit an audience that responds to enriching brand experiences Nissan UK used emerging digital artists to create a fresh, exciting campaign that worked in the real world as well as the Metaverse.

The initiative, dubbed ‘Adventurers for Life’, cut through the noise of the automotive sector by telling the powerful story of vehicle electrification.

Leaning into its innovative culture, Nissan UK combined art and technology for a disruptive out-of-home campaign. The art gallery-inspired work lived on the streets of five major UK cities and in the Metaverse, where consumers could discover more about ARIYA. Footfall data was harnessed to target sites on busy streets.

Creativity
The artists imagined their designated city as an electrified metropolis featuring ARIYA. Each city was transformed into an art gallery with a game-changing out-of-home campaign.

Using QR codes, the initiative pulled an adventurous audience into the Metaverse gallery, where they were free to roam, engaging with the art, ARIYA and the Nissan brand.

The artists’ work - entirely of their own choosing - was displayed across their home city on hundreds of 96 and 48 sheets. Each artwork broke the format of conventional car ads, with sites inviting people through a QR code on posters - and via a paid and organic social campaign - into the galleries.

Visitors could walk through each artwork and interact with the electrified cities through mobile, desktop and in virtual reality with Oculus.

Results
Consumers who experienced the electrified art campaign were more than twice as likely to see Nissan as a leader in electric vehicles, also more than twice as likely to see the ARIYA as Nissan's flagship model, and significantly more likely to view Nissan as an exciting brand.

The work garnered 240,000 visits to the Metaverse Electrified Art Gallery during an eight-day period, with 10% of visitors exploring the exhibition for two and a half minutes or more. It also outstripped benchmarks for model awareness and opinion.

Contributors
Meta, Quantum Universe, Warm Storm, Talon Outdoor, and TEADS