NISSAN: Rio 2016 Innovation Programme
Action: Bringing brand positioning to life
As part of Nissan’s partnership with ParalympicsGB during the 2016 Rio Olympic Games, we were tasked with bringing the automotive brand’s ‘Innovation that Excites’ positioning to life. We needed to demonstrate Nissan’s innovation credentials beyond the core automotive and motorsport audience and showcase its expertise on a grand scale in an exciting and innovative way.
Create: Upping Paralympic cyclists’ game with custom Nissan trike frames
Paralympic athletes receive far less funding than their able-bodied peers and rely on mechanical equipment to compete which is often expensive. We presented ParalympicsGB with the opportunity to collaborate with the Nissan Technical Centre Europe to develop industry-leading equipment for its athletes.
We negotiated a partnership with the English Institute of Sport (EIS) to identify prospective athletes where gains could be made. We then negotiated ambassador agreements with para-cyclists David Stone and Hannah Dines where Nissan would produce two custom trike frames using materials never seen before in a trike race.
We also managed filming for PR materials at the ParalympicsGB cycling team selection press conference and facilitated a PR photoshoot with David Stone at the ParalympicsGB preparation camp.
Impact: Securing a silver and bronze medal that the Paralympics
The Nissan trike helped David Stone win a silver and bronze medal at the Rio 2016 Paralympic Games. We secured global PR coverage across automotive and sports technology titles, giving Nisan a truly credible role as a ParalympicsGB partner. David Stone MBE will continue to ride his Nissan trike as he pushes for Tokyo 2020.