Nissan & Star Wars "Rogue One"
CHALLENGE: Nissan wanted to align the All-New Rouge SUV with Rogue One: A Star Wars Story. Makes sense, but without a single product placement in the film and dozens of sponsors already committed to the franchise, Nissan was struggling to stand out.
SOLUTION: We convinced Nissan to team up with Star Wars charity, Force For Change, to create a national toy drive over the holiday season using our dealerships as collection centers. Our 360 campaign ran across Nissan and Disney properties for 3 months including a stop-motion film, celebrity partnerships on national TV, the LA Auto Show and Rogue One film premiere.
RESULTS: It’s an impressive case study to show the power making a difference can have on business objectives. Our integrated campaign increased market share by almost 11%, a huge success for the Nissan brand. And thanks to our carefully crafted product messaging, we saw a 300% boost in Nissan SUV car sales.
Celebrity Partnerships
Our toy drive was promoted on Amazon, Jimmy Kimmel Live, Good Morning America and included Celebrity "Go Rogue" vignettes starring Ken Jeong and ESPN Monday Night Football analyst Charles Woodson. All content pushed to our custom Amazon homepage for online donations.
Nissan's Best Performing Banner
Our interactive takeover transported YouTubers into the Star Wars: Rogue One galaxy ahead of the film's trailer-release to battle test the Nissan Rogue. The banner performed well above standard benchmarks with a 12% engagement rate and 260K engaged interactions in just a few hours. As an additional element of excitement, users who interacted with the banner were given a sneak preview of unreleased characters, costumes, and spaceships within the animations.
Social & Digital
All of Nissan’s external marketing materials including their website and social media accounts were skinned with the Star Wars partnership. I designed 100% of these assets and directed an in-house photoshoot to create additional bespoke content.
LA Auto Show & Movie Premiere
Working closely with our clients, I designed a wrapped Rogue One Star Wars Limited Edition Nissan Rogue for the LA Auto Show display. Our custom wraps were so successful they were sent on a PR circuit of events including the Red Carpet Film Premiere, Press Junket at Lucas Films HQ, Star Wars Comicon and continued to show up at both Nissan and Star Wars events years after the campaign ended.
Results
Market share up by 10.6%
Record SUV car sales up 300%
Voted one of the top associated brands with the film in a cluttered market
Thousands of matched toy donations (and happy children)
Selected Press
ABC "Nissan partners with 'Star Wars: Force for Change' to host toy drive"
USAToday "Nissan unveils a Star Wars themed Nissan Rogue One"
Yahoo "Nissan makes holiday magic with Star Wars: Force for Change Amazon Wish List"
TiresAndParts "Nissan creates impact at LA Auto Show with Rogue One"
Newswhip "Why Nissan is Winning on Social Media"
Agency: TBWA\Chiat\Day Los Angeles
Creative Team: Jason Locey, Jason Ambrose, Travis Swingler, Steven Townsend, Forrest Boleyn & Sarah Romanoff