Nissan had an optics problem. The consumer perception was that Nissan vehicles were not reliable, even after the countless hours of mandated testing against quality, durability, reliability and safety (QDRS). We needed to evoke confidence and reposition Nissan as the exciting, Japanese brand.
So we pulled the curtain back AND turned up the dial with our full 360 campaign “Built for Your Best”, highlighting multiple models and showing just how we test our vehicles, no VFX, no fancy edits, just real stunts.
We took a fresh strategic approach to the media buy and instead of a standard broadcast buy, we shifted to invest in shorter form content that drove to NissanUSA.com for a payoff. The same way a teaser or trailer gets you excited to go see the full film.
Each ‘spot’ will be a teaser of an extreme version of the QDRS ‘tests’ and to in order to see the end result if the vehicle survived, users will be encouraged to go to NissanUSA.com to see the rest.
We put it through it’s worst, so you get it’s best.
We partnered with Nissan Engineers and a team of top industry stunt coordinators and Production designers to ensure we could do these stunt safely and accurately. Pre-production was heavy on testing and trials to ensure that we wee able to achieve these stunts and push the vehicle’s capabilities, while capturing it all in a cinematic way.
Without the ability to edit or ‘hide’ in post or VFX we had no option but to test and re-test all of the extreme action happening in camera.
EXTREME POTHOLES
Maneuvered thru a desert obstacle course with over 20 exploding potholes.
Suspension | Rear Differentials | Weathering
SANDSTORM
Withstood a jet blasting heat of over 200 F and wind at 400 mph at 15 ft away.
Cont. Variable Transmission (CVT) | Weathering and Heat
WATER PRESSURE
Drove into 6 firehoses pounding 130 PSI of water pressure from all angles
Body & Glass Pressure Tolerance | Sealing | Traction
BEHIND THE SCENES
In order to ensure no doubts were had, we bought on an additional crew to film behind the scenes of all of the stunts while we filmed. This content was teased out in social which drove to the longform content on NissanUSA.com.
All the BTS shows the partnership between the Clients, Production and Post partners and Agency on each of our film days going thru intense details and rehearsals ensuring that no cheats were being taken and how were able to capture these insane stunts in the most cinematic and engaging way possible, including coverage from drones, mounts, rigs, hidden cameras and arm car.
In some cases we only had a few takes to run the stunts before the vehicles were complete destroyed or it become unsafe for the drivers.
DiD it worK though?
30.5k Buying actions
TikTok completion rate + 67%
3.6M Organic Impressions
+20.4% Ad Real Lift
+74% in Google search