PARIS – TBWA\G1 and Nissan Europe have launched a pan-European campaign, “Adventure Calling,” for the new Nissan X-Trail, marking the start of yet another exciting chapter in the Nissan crossover success story.
“Nissan is confirming its position as the world leader in crossovers with the launch of the all-new Nissan X-Trail. Completely redesigned from the ground up, the X-Trail joins the Qashqai and Juke in Nissan’s all-encompassing crossover family – bringing new technology, style and class-leading levels of practicality,” the agency said.
Gareth Dunsmore, Nissan Europe, Marketing Communications General Manager said: “The new X-Trail combines Nissan’s acclaimed 4×4 heritage with fresh ideas and technologies inspired by the brand’s ground-breaking crossover models.
“Adventure calling” is this universal inner voice that is challenging and daring individuals to push their own limits and curiosity. This state of mind is explored in an integrated campaign, including TV, digital, experiential, prints, OOH, CRM, PR and retail in over 20 European countries as of July 2014.
Ewan Veitch, President, TBWA\G1, said “The campaign is based on the consumer insight that we all have an inner voice calling us to adventure, but in our busy lives, we struggle to answer that call. Nissan X-Trail is the perfect tool to unlock this and experience your own adventure.”
The TVC, directed by Paul Hunter, is the simple story of a man who’s chasing his adventurous and intrepid doppelganger, from the heart of a modern city to a valley lake, surrounded by impressive mountains. Thanks to its design and technology, the hero can get in contact with the most adventurous part of himself.
Rudi Anggono, Executive Creative Director, TBWA\G1, said, “Paul succeeded in creating a real sense of suspense and action with a very high tech contemporary feeling. The action is unleashed with a cinematic approach that brings emotion and excitement. Then, from a broader perspective, the campaign is rooted on this primal instinct that makes it universal through TVC but also print, OOH, digital etc.”
Along with the TVC comes a digital experience that engages users to discover the vehicle’s unique features. Created by DigitasLBi France/D2NA, and hosted on the Nissan website (from end of August), this interactive video immerses visitors, who follow the story of the TV spot by trying to catch their inner adventurer. Using the Nissan X-Trail’s technologies to unlock the progression of the story, the experience is designed so the user can be not only the viewer, but the actor in this epic adventure online.
Going deeper into the experience, Nissan is organising a social contest across Facebook, Twitter and Instagram, starting in September, inviting people to share their selfies through the #xtrailadventure. Winners will participate in the ultimate Nissan adventure, a 10 day expedition across the wilds of Patagonia accompanied by professional adventurers which will be turned into a documentary short produced by Proud Productions Director Ben Hall. This will be screened as part of a pan European Adventure Film Festival taking place across more than 50 cities in Europe in partnership with Black Diamond.
Also, three prints and one outdoor have been developed under “adventure calling” campaign line:
– One visual (outdoor and print) emphasises what is the adventurous reflection of an X-Trail
– The two other prints dramatise two key product features: Nissan Intelligence Parking Assist & the seven-seat configuration.
Prints and outdoor deployment is accompanied by a CRM campaign driving to dealerships.
A new chapter is starting, X-Trail is back in the game and unleashes the inner instinctive adventure for anyone, using technology and design to enrich their experience and enjoy the journey.
