NISSAN FRONTIER LAUNCH
We were fortunate to start this project with a wealth of information about the Frontier consumer, their habits, likes and dislikes. They are no nonsense, research oriented, outdoor enthusiasts who are not likely to be swayed by what the crowd is doing or glitzy advertising messages. Based on this learning we knew we’d need to devise an entirely different approach for Frontier’s product demonstration films. For this buyer, Nissan’s traditional announcer see and say approach was not going to work. The research showed that this audience was more likely to listen to a plain-spoken friend or internet reviewer. We combined this learning with their love for outdoor adventure and created three product presentations centered around people who were out pursuing their passions. We let the product visually demonstrate its capability while our characters spoke plainly about what they liked about the truck and why. Although skeptical of the change in established direction at first, clients at all levels were thrilled with the result, and with over 2.2 million views on YouTube it’s been very well received by consumers as well.
The project consisted of three main vignettes centered around key capabilities of the truck: Off-Road, Cargo Capacity and Towing. We clustered the features in these vignettes in non-traditional ways to better express their practical benefits. Rather than just listing all of the items in a given category, we combined categories intelligently to show how they complement each other in real-world adventures. Overlanding with all your scuba gear on a remote beach? You might like to warm up the interior of the car by starting it from your watch while still in the water. Grab your laptop and plan your next stop from the tailgate via a built in wi-fi hot spot and bed outlet. Once your gear is packed and racked the view out the rear can be encumbered, so rear sensing safety features can see where you can’t.
Working closely with Google for insight and optimization we also produced, six second pre-roll ads centered around key features of the truck. In addition, an industry first twenty second 360 degree immersive experience pre-roll ad was created which gave viewers a glimpse into the off road world of the Frontier Pro-4X. Due to our close collaboration with Google all the ads were top performers, and the immersive experience garnered over seven hundred thousand views in the first three weeks.