Cannes Lions
LEW'LARA\TBWA, Sao Paulo / NISSAN / 2017
Overview
Entries
Credits
Description
We created "The Epic Farewell" action to promote the Nissan sport model GT-R. The automaker invited seniors who love driving to share their stories. Inside a Nissan GT-R, the fastest production-series car in the world, with 572 horsepower, the honored seniors had the chance to drive on a racetrack for the first and last time. The course on the track was full of surprises for the drivers, from the green starting light to the checkered flag. The last drive of their lives was the most exciting of all.
Execution
The campaign began with a teaser video on the brand's social networks, generating discussion on the subject. After this video, we launched a website that registered stories from people who identified with the campaign.
We selected four stories and invited those seniors to bid farewell to their driver's licenses at a racetrack by driving a Nissan GT-R.
Outcome
+15 MM reached people
25% organic reach
+ 37.000 shares
127.000 reactions:
107.000 like
14.000 love
604 haha
2.600 wow
1.000 sad
45 angry
Hundreds of stories submitted.
CPV: 3 views for each $0,01
(The record for Nissan Brasil)
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