NISSAN: BOA and BPA partnership for 2016 Rio Olympics
Action: Becoming the stand-out British sponsor of Rio 2016
As part of a global marketing push, we secured a tier 1 partnership for Nissan with the Rio 2016 Olympic & Paralympic Games. We were tasked with growing brand opinion and increasing purchase consideration. Nissan’s ultimate goal was to be the stand-out British sponsor of Rio 2016.
Create: Engaging with audiences through humor in #DoItForUs
Our research identified “Olympic Enthusiasts” as Nissan’s target audience. This is the largest segment of the UK public who were interested in the Olympics (32%) and who had the biggest overlap with Nissan’s car buying audience, “Adventurers for Life”. We identified three major moments when the audience would be thinking about the Games: the start of 2016, 100 days to go, and the start of the Games.
To cut through the clutter of Olympics brand sponsors, we took a different approach with our creative partner Red Bee and used humor throughout the campaign to enable audiences to feel closer to the British teams by seeing them in a very different light.
In February 2016, Nissan hosted the first-ever live online training event on Facebook with Team GB and ParalympicsGB athletes Max Whitlock MBE, Kat Copeland MBE, and Richard Whitehead MBE. This let public watch, train and interact with the athletes in real time. We used the content we captured to create a hero film that was released to mark 100 days to go to Rio. Nissan gave contributors the chance to win tickets to the Rio Games in return for their support.
At the start of the Games, we helped launch the #DoItForUs campaign. A Nissan dealership was kitted out with actors and hidden cameras at a Team GB & ParalympicsGB event. We asked over 100 athletes to incorporate Nissan product features into their sporting performance like asking runners to mimic steering a car as they run the bend on the track. Their reactions formed the content for the distinctive #DoItForUs films.
We dominated social media on the day of the Olympic Opening Ceremony, placing our hero film at the top of every Twitter feed for 24 hours. Simultaneously, a TV “roadblock” reached every commercial TV viewer at 20:45 pm. This delivered impact and scale immediately prior to the Games.
In an effort to maintain momentum, those that engaged with the launch were re-targeted throughout the Games with edits of individual athletes as they competed, keeping the campaign fresh and hyper-relevant.
The same process was repeated for the Paralympic Games, with a Paralympic specific hero film and individual athlete films.
Impact: Achieving the highest brand opinion Nissan has ever seen
Nissan brand opinion peaked at 59% during the Olympic Games, the highest the brand had ever seen. Spontaneous partnership awareness grew by 3% from its peak during the London 2012 Olympics. Those who were aware of the partnership were twice as likely to purchase a Nissan.