Nissan: First season in Formula E

Action: Engage with a new breed of future-focused consumers, passionate about automated vehicles and clean energy

In October 2017, Nissan announced that it would be the first Japanese car manufacturer to launch its own team in the world-renowned Formula E Championship. We were tasked with bringing to life an activation that connected Nissan Intelligent Mobility and Formula E for a mass audience across three key European races: Rome, Paris and Berlin. This involved strategic planning, concept development and delivering a best-in-class onsite activation in the E-Village. In addition, we were also tasked with naturally integrating Nissan’s other sponsorship properties including the UEFA Champions League to create a broader appeal.

Create: Creating innovation-led experiential activations

Formula E is changing the face of motorsport and what it means to be a motorsport fan. Instead of attracting a traditional motorsport audience, Formula E excites wider society by representing how technology can impact the world. This aligns with Nissan’s ambition to change how societies are built through intelligent mobility. By leveraging different passion points, talking about how technology is redefining them, and linking back to their Formula E team, Nissan can create engaging activations that will impact a wide audience.

In the preparation for its first season, we worked closely with Nissan Formula E to develop a brand experience aimed at conveying the brand’s innovative and exciting technologies. We took fans on a journey through a series of futuristic and immersive experiences designed to represent Nissan Intelligent Mobility and its capabilities. These experiences included a bespoke 4D VR simulator, a live reactive wall, an exhilarating photo opportunity creating sharable content and a connected bar serving refreshing beverages. Each experience was connected by a smart wristband, seamlessly bringing the world of Nissan Intelligent Mobility into the E-Village in an entertaining way.

Impact:

  • Over 18K visitors passed through the experiences
  • Over 90% of visitors perceived Nissan as an innovative brand
  • Pre & post event results show:
    • 28% uplift in metric – ‘Nissan is an exciting brand’
    • 26% uplift in metric – ‘Nissan is an innovative brand’
    • 37% uplift in metric – ‘Nissan is a leader in electric vehicles’