Nissan

Unbreakable

Test Drive

Mexico City, Monterrey, Guadalajara, Veracruz, Morelia

2014-2017

Creativity, Experiential, Marketing

Context

The best test drive of your life

For the launch of the TITAN and Frontier PRO-4X trucks in 2014, Nissan wanted consumers to experience an immersive test drive that would allow them to interact with the trucks in a unique way and put the vehicles’ capabilities to the ultimate test.

Objective

This test drive had to attract at least 3,000 people from the primary target audience in each city (Mexico City, Guadalajara, Monterrey, Morelia, and Veracruz), generate digital content that reached 500,000 views on YouTube, and drive increased traffic on social media.

Challenge

How could we get a test drive to bring together all those people? How could we make the experience compelling enough to generate organic content on social media?

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The Idea

Ultimately, we knew that the best way to stay top of mind with consumers was by creating a memorable, unique, and meaningful experience—one that the audience itself would want to show off to friends and share naturally on social media, thereby generating organic content to the benefit of the brand.

So, we decided that instead of following the traditional test-drive route, we would go one step further: we would create an event where man and machine would merge and be tested as one to reach the finish line together, motivating the target audience to share their experience on social media and driving even greater brand awareness than that achieved among the people who would drive the vehicles.

Unbreakable