Cannes Lions

PROJECT 370Z

TBWA\CHIAT\DAY , Los Angeles / NISSAN / 2013

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Overview

Entries

Credits

Overview

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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