How to raise awareness of the Nissan Leaf (Nissan’s EV) in Australia? By bringing attention to what could become of the disused gas pumps if the leaf was driven by more people. What would we then do with all the unused gas pumps? Let’s find out.
So the Nissan Leaf; its positioning and what it’s all about:
- Introducing the 100% electric car.
- After more than 100 years of automotive history, it’s time for something radically new.
- A car that runs on 100% electricity using an energy source that can be made locally, cheaply and ecologically.
- A car that charges while you sleep, while you shop and while you work.
- A car that embraces recycled materials.
- A car so vastly original, it will change the way we build, drive and think about cars for years to come.
- Meet the new car.
- Meet the Nissan LEAF.
To further engage participants and drive home the key message of this zero petrol powered, 100% EV car, Nissan drove consumers to a dedicated website to vote for their favourite creative disused pump, along with a chance to win it! To check out the site and the creatve gas pumps, click here. Likewise, there’s an interactive and dedicated Nissan Leaf Australia Youtube Channel in which you push a start button to launch the site. Gone are the days of a website loading and us seeing a ‘filling up, loading image’ – this is new, now and supercharged -all at the push of a button. Just like the Nissan Leaf itself.
In terms of the key message I personally take from this experiential & digital campaign, it would be that the Nissan Leaf is fun, future forward and it’s for anyone. The spec of the car can be tailored in as many ways as the disused pumps can be recycled for more positive beneficial and personal usage. I’m thrilled to see this brand playing up the product itself and not hammering home it’s green credentials – something EV’s and hybrids have done far too much previously. Going ‘green’ is not a key driver for most to consider purchasing an EV or a hybrid. Consumers want to feel comfortable within this relatively new sector, engaging them with light-hearted activity that presents ‘new/innovative’ as fun, exciting and not too unfamiliar, will pull down many of their most natural purchasing barriers. More on this in our brand new EV/Hybrid sector report
We’ve run a consumer insight top line report on EV’s / Hybrids which is due to come out in June. This will look at:
- Car purchasing priorities
- EV/Hybrid Awareness & familiarity
- Decision Making & Churn