THE BEST TEST DRIVE OF YOUR LIFE
Nissan Mexico sought to promote the launch of new 2014 versions of its TITAN and FRONTIER PRO 4 – X models by generating awareness among its primary target through an experiential test drive to allow the public to interact one on one with the trucks and test the qualities of the vehicles.
This test drive should convene at least 3,000 people from our primary target in each city plaza (Mexico City, Guadalajara, and Monterrey) and should generate digital content that will reach 10,000 views on YouTube as well as produce traffic on social media.
How to make a test drive that will convene all those people? How to make the experience compelling enough to generate content on social networks organically?
The idea –
In short, we knew that the best way to be in the consumer’s mind was creating a memorable and unique experience that was meaningful to the target. An experience that same audience wanted to brag to their friends about, and naturally, to share on their social networks, thereby generating organic content for the benefit of the brand.
So we decided that, rather than conducting a traditional test drive, we would go one step further by creating an event where man and machine collided, being tested as one to arrive at the goal. This would motivate our target audience to share their experience and create an even broader spectrum of brand awareness.
HOW WE DID IT?
We took advantage of the rise in popularity of extreme experiences and the affinity our target market had for participating in them to create a unique event, which would combine many physical challenges and tests for Nissan vehicles.
We created UNBREAKABLE BY NISSAN SPORTS ADVENTURE, an outdoor obstacle course, where participants ran through a circuit and completed difficult tests in the shortest time possible.