Cannes Lions

NISSAN

THE VIDAL PARTNERSHIP, New York / NISSAN / 2007

Film

Overview

Entries

Credits

Overview

Description

Our goal was to revolutionize how Nissan would relate to Hispanic soccer fans, “the Nissan way”, to break-through the World Cup clutter and gather sales leads.We shifted our focus and tapped into the tournament’s storied past by developing El Reto Final Nissan. This branded entertainment programme reunites legends from the US and Mexican National squads to face off in a live rematch. We also developed an extensive 360° activation plan that included a dynamic microsite and web campaign, a sweepstakes, radio remotes, outdoor, print and an on-site activation the day of the final match at the Home Depot Centre.

Execution

Teasers for the programme on the Fox Sports en Español network coupled with a national online sweepstakes and 1 insertion in Fox Sports en Español magazine kicked off the programme on April 1st. The microsite went live April 7th in anticipation of the 5-part reality series that began April 16th. Outdoor in key markets along with radio remotes in Los Angeles built excitement leading up to the culmination of the final rematch event on May 21st at the Home Depot Centre in Carson, California. The match also aired on Fox Sports en Español.

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