NISSAN Z LAUNCH
It’s not often that you get the opportunity to help re-launch an icon. The entire team at the agency, as well as our production partners, noted photographer Anton Watts and director Phillip Boston, were all on board to create something authentic and memorable. The team explored many conceptual directions, but ultimately what felt right, was to remain true to the essence of what the Z is - a sports car for sports car enthusiasts. So we crafted 3 main product storytelling vignettes based on the 3 main aspects of the vehicle: Its nimble handling, class-leading twin-turbo 400hp engine, and stunning good looks. We set these demonstrations on authentic enthusiast driving roads, easily recognizable to our enthusiast consumers, and spoke to them in the simple down to earth tone of a fellow driver. Visually we delivered a mix of high-energy performance edits that showed each feature at work, with some slower-paced edits that allowed for the beauty and heritage of the car to be on full display. The result was a series of videos that captured customers attention, garnered positive acclaim for the vehicle, and were visually stunning.
In analyzing the launch plans we noticed there was going to be quite a gap between the big splash made by the product reveal and it’s actual on sale date many months later. We realized this was an opportunity for us to intelligently leverage the content we were already planning to shoot to keep the enthusiasm of the launch alive during the wait for the main media push. Working closely with both our internal strategy team and Google, for insight and optimization, we created a mini campaign of 6 second pre-roll ads. Crafted around the key product features we knew Z buyers would be most interested, they were designed to keep consumers hooked and wanting more. The result: According to Google the ads were top performers, and the strategy behind them won our agency a place as a finalist in the 2022 Effie awards. Not bad!
