Cannes Lions

NISSAN GT-R

HAKUHODO, Tokyo / NISSAN / 2008

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Overview

Entries

Credits

Overview

Execution

Our tactic was to turn the partial “concealment” of our product to our advantage. A Nissan GT-R, masked so that people could not see it, made surprise appearances in unexpected places in Tokyo and all over Japan. Subsequent to the product launch, we organized an unprecedented “secret underground party” in the Tokyo Metropolitan Expressway tunnel prior to its opening to stir people’s curiosity. Linking the product to the globally popular PlayStation 3 Gran Turismo 5 Prologue game, was also very well received.

Outcome

While the client had set a monthly sales goal of 200 vehicles, some 2,700 pre-launch orders were recorded (13x plus), and sales exceeded 4,000 units in the first two months (20x plus).The product was named the most attractive model by Tokyo Motor Show visitors, according to a survey conducted by a car magazine and online survey firm.The product’s official launch was covered by 21 TV shows, marking extraordinary media exposure.News related to the product became the most highly viewed “story” among all daily news provided by Yahoo! Japan a number of times.

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