Driving excitement for Nissan’s SUV range with a retail roadshow

Nissan \ Shopping Centre Campaign

Results

546k+

Impressions

132%

Lead target delivered

67%

Lead conversion to dealer visit

Brief

Nissan has strong brand awareness and global reputation as a leading auto maker, but most audiences aren’t really familiar with the innovative technology at the heart of their vehicle range.

They asked us to design a program of lead generation activity that would engage, educate and connect with audiences in fresh environments, and highlight the class-leading innovation in their range — creating leads for dealers and boosting sales for the financial year.

Simple, right?

Strategy

We created an interactive showcase for the Nissan range, and took it on the road across Victoria and NSW. We went where the people are — moving the products out of dealerships and into the welcoming, pressure-free environment of shopping centres within desirable PMAs, staffed by our expertly trained brand ambassadors.

The experience was crafted around the ‘Nissan Intelligent Mobility’ story, and every touchpoint was designed to reflect these innovations — from the illuminated, laser-etched info panels and Smart Buttons inside the cars triggering key feature audio playback, through to the eye-catching visualisations of drive technology printed across the floors.

In a 6-month test pilot, Neonormal also introduced sensors to nearby dealerships, enabling us to measure the number of visitors who visited a dealer directly after being on the stand.

That’s measurability on a whole new scale.

We did a recent round of regional meetings with key Dealer Principals in late January, and when we showed them the shopping centre videos they couldn’t believe how great the stands looked (and the results are already backing this up). A huge thanks to you 
and your teams — the feedback has been so glowing.


NAT MOMSEN
GENERAL MANAGER, NISSAN

What we did

  • Strategy
  • Design + Build
  • Activation
  • Lead Generation
  • Brand Ambassadors
  • Logistics
  • Voiceover Content
  • Measurement