Insight
Everything about LEAF is different—it’s a car unlike any that’s come before. From its operating principle, to its fuel and even how it’s used daily, this car is different. It’s a 100% electric, zero-emissions transport for the world. Working with multiple agencies in launching the Nissan LEAF, the company wanted to demonstrate this new paradigm through a holistic experience that culminated online, catering to a new driver who feeds off digital media.
Idea
We worked as true agency partners throughout the creation and development process, sharing ideas and offering our solutions to arrive at a tightly woven campaign that encompassed nearly every medium—TV and print, plus online media, video, social platforms and a groundbreaking iAd execution, that ultimately led consumers to our informative, answer-ready, zero-emission hub website. Here visitors could ask questions, explore the LEAF, apply for prequalification, make vehicle reservations and actually submit orders for the new car.
Impact
In its first two weeks, the site had over 300K visits with 15,000 questions submitted, 11,800 sign-ups (exceeding the target of 7,500), and was discussed on innumerable car and environmental blogs. Since launch, the site logged 20,000 online reservations through their innovative web-based purchase process. As well, Critical Mass-lead social initiatives on Facebook and Twitter have helped garner 80,000+ fans, showing the palpable buzz around this new car.
Awards
How Magazine Best in Class, Effie Award for Nissan LEAF Campaign, OMMA Integrated Online Campaign, Automotive, Internet Advertising Competition, Best Automobile Online Campaign, Best of Show Online campaign, Horizon Interactive, Integrated Marketing, Gold, W3 Awards, Best in Show & Gold, Automotive, Applied Arts Award, Best Consumer Products Website, Web Awards, Automotive Standard of Excellence