Each week our 1 minute idents mirrored the drama of 24, weaving the four cars into a Jack Bauer-inspired story. Each ident & programme took viewers through to a tailored DiTV site that was refreshed as the drama unfolded. We streamed ‘the story so far’ on the site and posted a hidden episode to tap into the suspense. And as well as delivering ‘SHIFT_’ we allowed the viewer to explore the cars and register interest.

Across the 24 weeks "SHIFT_ Original Drama" achieved awareness of 40% amongst viewers, and over-delivered against all brand targets set by the client. There was a 12% point improvement of total model awareness, and purchase consideration of Nissan amongst those aware of the sponsorship almost tripled from 14% to 38%!