Cannes Lions

The Enigma Thrillers

TBWA\G1, Paris / NISSAN / 2021

Case Film
MP3 Original Language
Supporting Content

Overview

Entries

Credits

Overview

Background

It was during the height of another lockdown when Nissan approached us about the launch of the special edition Enigma. With a limited budget and an overcrowded segment, our challenge was to reach our target audience and put the special edition model on everyone’s radar.

Idea

Sleek, stylish and stealthy, the Nissan Enigma looks like something straight out of a spy thriller. So that’s exactly we turned it into by creating an original podcast series that features and stars the special edition model. In a mystery that unfolds across 5 episodes, we invited listeners to take their dark side for a ride and follow us into a world of special agents, smart villains and secret organisations.

Strategy

With everyone stuck at home and consuming more online content than ever, we saw the chance to infiltrate some of the fastest-growing online platforms and take automotive advertising in a new direction – audio streaming. In addition to making the Enigma the star of a campaign, we turned it into the protagonist of a compelling story.

Execution

Together with VICE Media, an award-winning thriller author and a cast of talented actors, we produced a 5-part podcast series in 5 different languages. It went out across all major audio streaming platforms and was supported by a teaser campaign. We then scaled up our podcast distribution across VICE’s key touchpoints with placement in editorial organic, PR, Social and video amplification (Youtube & programmatic buying). With a smart use of data, we also allowed seamless retargeting that let people to discover the Enigma through VICE or discover the series through the Enigma.

Outcome

Across Europe: 500,000 page visits, over 17,000 downloads, 4 million teaser views, 77 million overall impressions and model production doubled to meet demand

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