Nissan Global
CHALLENGE: Nissan was a leader in car sales, but its products lacked distinct identities at a critical moment for the company as they sought to introduce two new halo products: the second generation All-Electric Leaf and GT-R redesign with significant performance updates.
SOLUTION: During the two years I worked as a creative developing a cohesive identity for the brand, we produced seven global campaigns and established Nissan’s presence on social media. Our integrated campaigns for the GT-R and All-Electric Nissan Leaf were translated into dozens of languages and had hundreds of global media placements. If you flew through an international airport between 2015 and 2017, you probably saw my work.
RESULTS: During my time on the Nissan United team, market share grew nearly 11%, our social channels added over 400K followers, Leaf became the top selling EV globally and we repositioned Nissan as a leader in performance through the beloved GT-R and other Nissan/Datsun Legacy vehicles in combination with strategic partnerships with Usain Bolt, Star Wars and UCL Champions league.
Always On Social: Halloween Post
IDEA: One of the many posts I created as part of our always-on social media strategy to stay relevant with pop-culture was a ‘trick & treat’ post for halloween. Fans were asked to use instagram filters to uncover a secret message hidden within the image and repost it to their own accounts for the chance to win custom swag. It took me 43 color tests to perfect this technique.
RESULTS: With zero dollars spent and no paid media or PR support, this single organic post had 95,000 media impressions and 65,000 views of a single post. We were shocked that 76 fans from Australia to France shared the post with their communities and 10 global winners were sent a custom GT-R poster that I designed and printed In-House.
Creative: Sarah Romanoff
Global Community Manager: Nicolas Angione
Nissan GT-R Launch: Olympic Sponsorship with Usain Bolt
IDEA: With the 2016 Olympics we saw an opportunity to tease the upcoming GT-R redesign by contextualizing it’s faster acceleration in connection with Usain Bolt, the fastest man in the world and GT-R owner. So we created a 100-meter takeover in the Rio de Janeiro–Galeão International Airport during the Summer Olympics to visualize the distance Usain Bolt can run in 9.58 seconds and the GT-R can accelerate in approximately 2.7 seconds. The billboards also highlighted the historic legacy of Bolt and the GT-R's world records for speed over the last decade.
RESULTS: Over 500,000 people within our target audience walked past our airport takeover on their way to the Rio Olympics. But more importantly, we gave Usain Bolt a warm welcome to his final Olympics before retiring where he won an unprecedented third consecutive 100m, 200m and 4x100m triple. He loved the welcome so much he shared a long Instagram Story walking through the space and posted this image below with over 85,000 engagements and 821 shares.
GCD: Mark Sheldrake
Creatives: Sarah Romanoff & Jennifer Oviedo
Nissan Leaf: Electrimonials Campaign
IDEA: Create a 360 global campaign that transcends language barriers for the 100% electric Nissan Leaf and converts new customers who were nervous about going electric before their friends. Our Electrimonials campaigns turns drivers’ real testimonials into visual representations of what it feels like to get behind the wheel of the Leaf.
RESULTS: We created 80 Electrimonials in different worldwide airport locations, social videos, banners and print ads helping establish the Nissan Leaf as the top selling global electric car of the decade.
GCD: Mark Sheldrake
Creatives: Deniz Marlali, Sarah Romanoff & Jennifer Oviedo