The launch of the KICKS was the most successful Nissan launch in 5 years. We proved that driver technology is the most important tech you should own. As the strategy lead I worked closely with Nissan’s MarCom & Intelligence team to pressure test insights concerning their lifestyle and sentiments around tech.
Creating a cultural stickiness and consistent branding has helped create distinguishable whitespace within Nissan’s SUV lineup
Case Study: 2018 KICKS
OBJECTIVE
Build awareness and engineer cultural stickiness for the entirely new Nissan nameplate
Improve Nissan’s association with driver enhanced tech
Build sales momentum immediately for the first 2 month of the campaign
Advanced driving tech is synonymous with putting you in the backseat. Stripping drivers of exhilaration, fun and the thirst for exploration that comes with driving.
- 2017 Qualitative Interviews
Raw insights
early adoption of tech was prominent within the audience
City dwellers that enjoy concerts & cultural events
They leverage dozens of apps to navigate their city and schedule
STRATEGY:
LIVE LIFE IN BETA
Perpetually discovering new trends, experimenting with new clothing, and learning new skills. The most exciting piece of tech drivers own is in their driveway—not in their pocket. Young people are intimately connected to their personal tech. This idea shows how their car can be even cooler.
WHO’S KICKS AUDIENCE?
They are “Colorful Characters,” since they are increasingly fixated on the latest mobile device, wearable or app. We wanted to show how a KICKS is worthy of the same praise and be equally “cool and fashionable.”
Across all KICKS niche audiences, smartphones/wearables/apps envelop their daily routine. We sought to expand this cocoon of connectivity and position the KICKS as truly the most exciting tech they must own.
CREATIVE IDEA
FLEX YOUR TECH
Our audience “flexes their tech” in tactile ways to squeeze
the most out of their city or busy schedule
Throughout the campaign dancing, magnetic music and tech graphics
add a rhythmic layer that makes the KICKS seem effortlessly cool.
It’s Strange
Our television spot showcases effortless dancing and the seamless way the all new KICKS integrates into the tech driven lives of our audience
Sleek style & frictionless tech
Throughout the campaign similar visual themes were used to connect our audiences’ relationship with tech to the vehicle USPs.
Comms Plan
Spotify Discovery Engine
We tapped into our audience’s thirst for music by partnering with Spotify on a custom algorithmically honed micro-site experience.
The site analyzed behavioral data and artist data, and users received a playlist that expanded their listening horizons.
Billboard Music Festival Experience
Pop culture and live events also excited our audience. This insight led us to sign on as a headline partner with Billboard Hot 100 Music Festival—KICKS was front and center.
Nissan x TOKiMONSTA, an electronic DJ, partnered to created an activation that highlighted tech as an integral part of driving emotional energy.
160+ assets
copy ‘pool’ for iteration
12 formats
Results
2x model recall
Model awareness spiked 2x in months after the campaign
+350% searches
Search demand soared higher than any previous Nissan launch
+48% sales
The campaign led to a dramatic increase in vehicle sales in the following two months
Strong Creative
Creative qual concept testing far exceeded benchmarks (AdPi)
