Through the survey we can find that young people love to express their dreams through songs. What's more, more than half of young people express their dreams that they want to become musicians. Together with Nissan, we set "blooming young & hearing your ideal" as the theme, and found young musicians who had ideal and passion, provided them with "ideal support programs". Young musicians' ideal stories and their positive energy make NISSAN YOUNG more dynamic and more close to young people's mind.

In September, as we released star tutors and the dream support plan, more than 300 singers joined the plan. After one month of voting, the three groups of high popularity, works with features, with a moving story of the young original musicians finally stand out.

In October, young musicians and popular tutor Zhaozhao, Hao Yun, Good sister band held three sharing liveshow in Beijing, Chengdu and Hangzhou , brought Young Nissan and ideals into the campus.

At last, all the tutors and young musicians held a concert in the South China University of Technology, Nissan brand communication reached a climax in the young.

At the same time, our cloud music produced and released electronic album for this young musicians with a large number of resources to promote, to bring countless listeners for them. Ideal, passion and persistence of the YOUNG NISSAN attitude won the young audience love through music.

For an ideal listening, support of idealists, let Nissan resonate with young consumers and become the ideal companions for the young.

Total exposure over 3 billion.

Total click over 2 million.

The official topic of this event.

Topic PV:8700031

UV:1075821

Collection of music works: 339

In traditional automotive brand communication, most target audience is men, the client prefer choosing car channels, news channels, technology channels to communicate. But in YOUNG NISSAN campaign, we used music app as core platform, let young people find their ideals, listen to stories, be closer to Nissan brand through music. We used six platforms including entertainment channels, NewsApp, our E-mailBox etc. which are popular among young people to spread the music and stories, successfully caught the young people's mind, let them approve YOUNG NISSAN‘s attitude. Because its innovative media strategy, this campaign became the most revolutionary automotive campaign in 2015.

The O2O ideal support program, let the brand really in full bloom through music.

In the offline plan, they provided star tutors + dream fund + tour sharing for young musicians. By "let your dreams come true" as an encouragement to attract a large number of talented young people to participate in. Meanwhile, NISSAN YOUNG collected a lot of passionate ideal stories.

In the online plan, Our cloud music give opportunities to three groups of singers to release their albums which attracted 190 million listeners. Through the advertisement of six platforms included our cloud music, our Entertainment, our News APP, our News, our Automobile, our mailbox, to promote their music and dream stories, which conveys that Dongfeng Nissan has become the companions of those young people who are pursuing their dreams.

More and more young people have cars as the Automotive industry growing in recent years. Therefore, Dongfeng Nissan organized a series of "YOUNG NISSAN" marketing campaign aimed at Young people, to launch "in full bloom for the Young" slogan.

In 2015, Dongfeng Nissan wanted to build a large project with media, from the emotion and heart, to enhance the young people's attention and awareness of Dongfeng Nissan.