2013 Winners & Shortlists

The Brief

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 technology 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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.