Cannes Lions

NISSAN'S PROJECT TITAN

TBWA\CHIAT\DAY , Los Angeles / NISSAN / 2015

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Overview

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Credits

Overview

Description

As a whole, US consumers are bombarded with branded content. In order to set ourselves apart from the clutter, we wanted to create a film that would strike an inspirational chord with Americans.

Initially, we thought this would come through by showcasing how the Project Titan that was crowdsourced from our fans took on Alaska. However, we quickly realized that the real inspiration were the connections that David & Kevin were making along their journey of healing; the Project Titan was simply the tool that helped facilitate those moments.

Execution

Project Titan delivered on all our core objectives. The results:

119% increase in fans of the Nissan Trucks Facebook page

Daily engagement of the Nissan Trucks Facebook page increased 16X during the campaign [6/10/14 - 12/14/14]

Daily engagement on the Nissan Trucks Facebook Page after the campaign has remained 13X higher than it was prior to Project Titan, making it Nissan’s 2nd most engaged Facebook community

Online conversations of Project Titan averaged 94% positive sentiment

The program video content, including the 21-minute short-film generated 1.45MM online views

And, we delivered on 6.4MM social media impressions

Outcome

After 18-months of planning, crowdsourcing, building and an epic Alaskan journey, Project Titan delivered on all our core objectives. The results:

A 119% increase in fans of the Nissan Trucks Facebook Community

Daily engagement on the Nissan Trucks Facebook page increased 16X during the active phase of the campaign [6/10/14 - 12/14/14]

Daily engagement on the Nissan Trucks Facebook Page after the campaign has remained 13X higher than it was prior to Project Titan

Online conversations of Project Titan averaged 94% positive sentiment throughout the campaign

The program video content, including the 21-minute short-film generated 1.45MM online views

And, we delivered on 6.4M social media impressions

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