Cannes Lions

4X4 TECHNOLOGY

OMD FRANCE, Boulogne-Billancourt / NISSAN / 2011

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Overview

Entries

Credits

Overview

Execution

We convinced four major European ski resorts to open their lifts 30-45 minutes early – for the entire season – exclusively for Nissan.The concept was briefed out to resorts across Europe, letting them pitch for the chance to have the Nissan Extreme Grip experience in resort. We then built a booking platform, recruited staff, and managed the complete end-to-end fulfillment in resort.To promote it, we set up the brand message with billboards, and then immersed Nissan in the community; with ambassadors, ambient media, ski schools, online, PR and vehicles perched on the mountain - all directing people to book at custom-built kiosks or www.nissan-extremegrip.com.For late-risers, we commissioned ski instructors to provide Extreme Grip Coaching Sessions, sending a steady stream of Nissan-branded skiers throughout the resorts.Crucially, anyone could trial the experience, but only Nissan customers received unlimited priority access every day, completely free - a global first.

Outcome

Positive brand opinion doubled: 49% of skiers exposed to the campaign – not just participants – perceived Nissan positively, twice the brand average (24%).52% agreed that Nissan ‘make cars that can handle any road conditions’, more than double the nearest competitor, demonstrating clear message take-out.In the first two months 139,000 skiers visited the microsite, delivering 11,489 sign-ups, and an incredible 84% conversion from registration to attendance.Finally, 9% of participants were Nissan owners, three times greater than Nissan’s market share, delivering an invaluable database of qualified leads, and a VIP experience visible to over 3 million skiers.

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