Cannes Lions
TBWA\CHIAT\DAY , Los Angeles / NISSAN / 2013
Overview
Entries
Credits
Execution
Facebook served as the virtual garage for the campaign; the wall was the hub for
fans to discuss, vote, and witness the build progress. Facebook helped keep the user
experience clean and simple.
The key to the media was in the authenticity of the idea. Instead of rolling this out as a
bombarding ad campaign, Nissan empowered fans to spread stories, seeded the project
out to blogs, and partnered with auto publications like Motor Trend to create buzz for the
campaign naturally.
Outcome
During the course of Project 370Z’s build, the Nissan Performance Facebook community
doubled in size, and saw 60% engagement growth without any media support, making it
the most engaging Nissan social-media campaign to date.
Despite its limited budget, Project 370Z gained substantial earned media coverage
from several highly respected titles like Top Gear - resulting in over 14 million social
impressions.
The campaign was so successful and so representative of Nissan’s innovative spirit that
clients are applying the execution all over the world.
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