Brand Experience and Activation > Integrated Promotional Campaign

HEISMAN HOUSE

TBWA\CHIAT\DAY , Los Angeles / NISSAN / 2014

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Nissan wanted a campaign that would increase brand opinion, and elevate the association of their cars to the level of excitement at the core of the company's DNA.

Implementation

There is nothing that gets fans more excited than American football. In college football, nothing is more important than the Heisman trophy, an elite brotherhood of college football's greatest athletes. So, Nissan partnered with the Heisman trust, turning the brotherhood into a real fraternity — Nissan Heisman House. A world filled with legends opened its doors to fans, giving them access to the Heismans themselves. Throughout the entire season, all the big college football moments were served up with Nissan Heisman House content, adding excitement to the game by bringing fans closer to the legends of the sport.

Outcome

- 2.8 BILLION media impressions

- 14% increase in positive brand opinion for Nissan

- 77% Fan recall of the campain

Relevancy

In every situation the cars don't just fulfill the larger than life tasks of the Heismans, they add to the excitement of the fantastical world through both comedy and scale.

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