12+ million views via Facebook; featured in 100+ publications; prime time national TV and radio coverage; 17 million views of online media stories.

100% of coverage included brand mentions. Invited to exhibit at the National Gallery of Victoria.

Over 66 million opportunities To See (OTS) generated from earned media

Deloitte’s Australia surveyed 509 adults prior to the launch of Nissan LEAF

6% identified Nissan LEAF as 100% electric.

46% knew that the 100% electric car was a reality.

Post campaign Facebook survey of 1,607 Australian's, adults

56% not only knew of the 100% electric car but also named Nissan LEAF

With a limited budget, traditional media approach was not going to have a huge impact.

‘A World Without Petrol’ was a free art installation in Sydney and Melbourne. Using over 40 recycled petrol bowsers that had been turned into functioning pieces of interactive art; barber salon, disco ball, London phone booth, Popcorn maker, bubble blower and robot, to name a few.

Each bowser displayed a different fact worth knowing about the 100% purpose built Nissan LEAF. Individual QR codes connected people to LEAF and bowser specific information and allowed seamless sharing via smartphones.

Live roving social content teams were on hand to capture and post experiences as they happened. Social content was then amplified through paid social media (Interactive YouTube masthead, promoted video, Facebook logout video and sponsored stories).

The PR team generated earned media coverage from TV, print and online, activating another wave of social sharing and earned media.

Nissan wanted to launch the first 100% electric car into Australia. We needed to create an awareness campaign, generating public discussion and content sharing around this electric car.

Most Australians had no idea that the electric car was a reality. They thought it was just a thing of the future.

They had:

1) Low awareness & understanding

2) Low performance perception

3) Range & charge time anxiety

We’re constantly asking themselves what they can do now to help shape the future

To start a public discussion, we posed a simple, thought-provoking question: “In a world without petrol, what do we do with the pumps?”

Nissan’s brand statement is Innovations that Excite. Shaping the future is at the heart of Innovation that Excites for Nissan and the target audience