Nissan was to unveil a new car at one of Japan's largest mobility shows, however, new car announcements are now only talked about among a niche crowd of car enthusiasts and the older generation. Nissan wanted future Gen Z owners to talk about it more, but the usual unveiling would not reach the Gen Z. So Nissan looked to where the future drivers are driving - in the virtual world.

Nissan dropped five new cars into an "unreal" stage instead of a real one.

Each car's concept was expressed in a digital showroom.

The big launch took place inside FORTNITE, an online game with over 500 million players worldwide, and was one of the first brands to incorporate the newly introduced Creative Mode [Creative 2.0], revamped with a major update in March 2023, to create a world unique to Nissan from the concept cars, 3D modeling of the world, and design compelling gameplay, using Fortnite's Unreal Engine.

Avatars were created to introduce users to the concept of each car in Fortnite. The promotions were not only limited to in-game, but were streamed on YouTube and 3D models were projected as OOH. At the Japan Mobility Show, the physical models were revealed on the presentation stage, with a demonstration that featured the real cars interacting with the digital avatars on screen.

When Gen Zs were asked if they wanted a car, 91.1% responded no, and cars were no longer something to aspire to owning by the younger generation. On the other hand, 74.4% of Gen Z owned a car inside a game. They knew the pleasure of owning and driving a car, but just didn't own one in the real world.

Nissan developed promotions centered on FORTNITE. In addition, Nissan released a 553-hour long playlist on Youtube, catering to the music culture of young people, becoming a virtual-first brand in tune with Generation Z.

Rather than try to fight for their attention, Nissan took all of our promotions to where the Gen Z were.

Nissan created the "Electrify the World" experience on FORTNITE, which was a full scale game in the world of FORTNITE, where players take on missions to save the world which lost all of its "light" by collecting batteries won through completing grindrail challenges which was a new feature introduced in FORTNITE.

Multiplayer was also supported up to four players, allowing for co-op play with friends or players matched in game. The game was designed with high replay value that made players want to complete until they achieved S Rank in all five stages.

The characters were also designed by a popular content creator and collaborated with popular voice actors by the Gen Z.

When the campaign was launched, it immediately was hyped among the Gen Z. Through FORTNITE and YouTube, The Gen Z spent 113,530 hours interacting with the virtual car, and to this date, more than 170,000 players have participated, playing an average of approximately 18 minutes. In addition, Nissan's world became the #1 Fortnite Community for 2 consecutive months in October and November.

The percentage of Gen Z saying "Nissan is innovative and exciting" rose to 96%. Of those who visited Nissan's YouTube channel during this period, 89% were new visitors. Nissan successfully attracted many Gen Z's who was thought unreachable until now.