2013 Winners & Shortlists

Results and Effectiveness

Amused stares and photo-ops. Nearly 35% signed up for real test-drives, a total of 234 potential buyers. And 0 shopping trolley accidents.

Creative Execution

By bringing the Around View Monitor experience to where our audience is (the supermarket), rather than where we want them to be (the showroom), we got more people to test drive the technology than we would ever have. Branding on the trolley and at the supermarket gate raised eyebrows and awareness of the activation. At the end of the trolley test drive, we encouraged people to sign up for real test drives.

Insights, Strategy and the Idea

Nissan recently introduced yet another innovation that could dramatically improve people’s driving experience: the Around View Monitor, a technology that lets you see a bird’s eye view of your car. Who does this benefit the most? As politically incorrect as it is to say, women. There we said it. Our objective is to get this audience to come test drive this new experience. How do you get a target audience who traditionally never test drives, but nevertheless has tremendous influence in purchasing decisions, to test drive a car? Take away the car. Introducing the Trolley Test Drive, a fleet of shopping trolleys equipped a camera and monitor that display the immediate area surrounding the shopper, inspired by the Around View Monitor technology.