Aim
To launch the car, Nissan wanted to give its target audience compelling reasons to drive and buy it. One of the best ways to do this was online.
Execution
Nissan worked with TBWA Tequila to create a website giving driving enthusiasts ‘370 reasons to Z’. The site aggregated existing content from Z fans, bloggers, engineers, motoring experts and journalists, streaming 370 pieces of content over a period of five months that focused on performance driving attitude and the car’s key features.
Online participation was spurred by a competition offering an exclusive two-week test drive to the person who submitted the most inspiring reason to drive the car. The winner’s experience was subsequently documented and the content fed back into the site in the run-up to the launch. The ‘370 reasons’ could be shared via Clearspring and Adobe Air social distribution widgets and followed via Twitter, Facebook, bi-weekly emails and social website creation platform Ning.
Results
In the first week, the site received over 7,000 unique visitors with viewers staying on the site for an average of nearly 4.5 minutes. The bounce rate has been extremely low at just 15 per cent and the competition has so far received over 1,500 entrants. Nissan have received 30 orders a week amounting to 115 vehicles ordered in the first month of launch — twice as many as the company’s forerunner, the 350Z.
