2020/2021 Winners & Shortlists

Background

In December 2020 with the Pandemic raging, Nissan launched the New X-Terra, a class leading SUV with ‘technology meets innovation’ positioning. But with most people concerned about rising virus numbers, we needed a big idea for our audience to take notice. We had created a film, set on Mars, where the X-Terra was the hero, being driven by a young family. This reinforced the out-of-the-ordinary positioning of the X-Terra - a car that was literally out of this world. Nevertheless, we were not content at stopping with a film, and we wanted to bring to life the ‘technology meets innovation’ positioning in a memorable way and demonstrate how truly ‘out of this world’ the X-Terra was. In a time of doom and gloom, we wanted to offer our customers a unique experience and make them feel special by owning an X-Terra.

Describe the creative idea (40% of vote)

Our audience are fun loving father’s who want to share exciting adventures with their kids. 2020 had been a chaotic, stressful year and as they adapted to “the new normal” the opportunities for adventure and unique experiences were limited. We wanted to bring back a spark of adventure, offer a talking point for the family and their friends, and turn them into brand ambassadors. So, we developed the X-Terra COSMIC KEY, the first ever key crafted from meteorites that had fallen to earth from outer-space. The key-chains were to be given to the first buyers of the X-Terra. The strength of the alloy key-chain perfectly matched the capability of the X-Terra SUV and continued the outer-space theme we had started with the launch film. An out-of-this-world key chain, for an out-of-this-world car, during extra-ordinary circumstances.

Describe the execution (40% of vote)

We selected alloy based meteorites, which the jeweler took through a unique craftsmanship process - cutting, forging and styling, until they fashioned the meteorite into a fully functioning key chain, complete with remote start and keyless entry. We wanted to scale this idea beyond the recipients of the key chains and enable a wider audience to experience the idea. The journey began with a behind-the-scenes film where an astronomer took us through the uniqueness of the meteorites and the arduousness of sourcing them, and we filmed the jewelry designer in action - cleaning, cutting, melting, shaping and styling. We also shot a short promotional style film of the entire production process and designed social content to reach a wider audience across YouTube, Facebook, Instagram and Twitter. We had showroom advertising to communicate that all new buyers will enter a draw to win the meteorite key chain.

List the results (20% of vote)

25 limited edition keys 82% increase in test drives 3% new leads conversion