Nissan: The Evangelists

Jeremy Masselis, Tito Favino

Car manufacturer Nissan grew sales of its LEAF electric vehicle in Europe with a multichannel campaign that leveraged the advocacy of existing owners.

Campaign details

Brand: Nissan Brand owner: Nissan Entrant company: TBWA G1/ Nissan UnitedIdea creation: TBWA/G1 Paris Market: Europe (general region) Sector: Eco, hybrid, electric cars Media channels: Print - general, Point-of-purchase, In-store, Radio & audio, Online display, Websites & microsites, Programmatic display, Search marketing, Online video, Social mediaBudget: Over 20 million

Executive summary

This case shows how despite lower budget and less competitive car features, we succeeded in reverting a negative sales trend by smartly capitalising on Nissan LEAF owners’ enthusiasm and turning it...

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