The TV and entertainment sector in Norway is relatively lightly regulated, but because of the small market size, branded entertainment and content marketing in Norway, as in all of the Nordic countries, is still in its infancy. A few centralized players pretty much rule the commercial field, while small amateur groups work for fun. The middle market is pretty much non-existent.

To share the experience with a wider audience we shot it on video with a professional production team, put it on YouTube, and also built an online version of the instrument, where the online audience could play the cars like they were playing the instrument at Oslo's main square, creating music and lighting the cars up the same way as in the live event version. The media team seeded the of the video to major online car media and the instrument as well as the video was included in Nissan's Youtube channel and Nissan's content hub. The site was awarded as FWA site of the day and the whole event along with the site was invited to be showcased in Google Insights showcase, the first such honor to a marketing activation planned and designed in Finland.

200 owners event registrations received in 2 hours. The electric instrument footage got picked up by hundreds of amateur and professional media outlets read by a huge Worldwide audience. The video was posted to YouTube multiple times by also people outside Nissan or TBWA\, amassing thousands of views. The most important result was however the LEAF owners praising Nissan on Norwegian car forums, stating that they had ‘never experienced anything like this after having bought a new car’.