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DIGITAL SOCIAL CAMPAIGN
2015
01 / CONTEXT
Inspired by the 2014 digital social campaign's success with Asian American influencers, in 2015, Nissan created an enhanced version of the campaign, pairing two notable influencers with diverse passions sharing their first-hand experience of using the same state-of-the-art Nissan vehicle.
The objective was to sustain and grow distinction by conveying “many features in one” that meet diverse requirements while strengthening innovation-identity among Asian American Millennials.
02 / STRATEGY
Asian American millennials strive to break the monolithic Asian stereotype and showcase their aspirations and talents to the mainstream. By promoting Nissan New Gen platform that featured pairs of up-and-coming Asian American influencers with diverse characteristics but a common ground with Nissan vehicles, the brand reinforced a positive and exciting image along with its claim on innovative technology.
03 / EXECUTION
Strategic partners included:
- Celebrity singer Wanting Qu and fashion model Eric Thai were paired with the 100% electric zero-emission Nissan Leaf.
- Tea chain entrepreneurs Boba Guys and singer songwriters MeiMeiWaWa were paired with the adventurous Nissan Rogue, touting the versatility of the cargo space.
- World class racer David Chang and food bloggers from Chihuo Group were paired with the maximum comfort Nissan Altima that offered zero gravity seats.
04 / RESULT
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2016 THE TELLY AWARDS
Bronze
2016 3AF
Gold
2016 SUMMIT INTERNATIONAL AWARDS
Silver