Cannes Lions

Theater in the sky

TBWA\THAILAND, Bangkok / NISSAN / 2023

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Overview

Entries

Credits

Overview

Background

BACKGROUND

In 2022, government tax incentives led to an influx of new EV cars arriving in Thailand. However, EVs only represent 1.2% of the total cars sold. In addition, Thais still prefer gas-powered vehicles due to the lack of charging stations.

When the Nissan Kicks debuted two years ago, Thais perceived the car as another hybrid. So we had to explain how e-Power converts gasoline into electricity for an electric motor drive. So they will get an electric driving experience without the worry of finding charging stations.

And we had to keep the message simple and memorable—convert fuel to electricity.

Execution

We maximized impact by turning Bangkok Sky Trains into movie theaters—Theater in the Sky. The commuters could choose from five genres of movies, including action, Korean drama, and horror comedy, all of which starred Thai superstar Baifern. Each film highlighted innovative features of the car.

Outcome

IDEA

Along with the holistic relaunch campaign, we maximized impact by turning Bangkok Sky Trains into movie theaters—Theater in the Sky.

In Thai, sky trains are called Rod Fai Far, which means electric vehicles.

The commuters could choose from five genres of movies, including action, Korean drama, and horror comedy, all of which starred Thai superstar Baifern. Each film highlighted innovative features of the car. In three months, the campaign reached six million commuters.

RESULT

The results have been outstanding. Sales broke historical records for seven consecutive months! Total sales up to January are 382% higher than last year, and segment share grew 3 times! The campaign successfully entertained the audience, differentiated e-POWER, and persuaded consumers to try it.

Nissan Kicks – The New Electric Excitement on the Road

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