2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Launching a new car during a Pandemic is tough. We created the first ever keychain fashioned from a meteorite - itself a breakthrough idea - but we wanted to scale this idea beyond the physical keychains themselves. We created a unique media ecosystem around the idea. The journey began with a behind-the-scenes “making of” film. 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. Showroom advertising communicated that all new buyers will enter a draw to win the meteorite key chain.

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 / insights (30% of vote)

HOW DO WE ATTRACT THE ATTENTION OF AN AUDIENCE DURING A PANDEMIC? We needed an extra-ordinary idea so we developed the X-Terra COSMIC KEY, the first keychain crafted from a meteorite. Everyday, hundreds of meteorites fall to earth and as they enter earth’s atmosphere, the force alters their atomic structure, giving it unique alloy properties. We chose these meteorites, and fashioned them into key chains. Through a unique process, a local jeweler designed 25 limited edition key chains that were distributed to the first buyers of the Nissan X-Terra. The fully functioning key chains were sleek and modern just like the X-Terra. To scale the idea, the production process was filmed and shared on social media as a “making of” video to be experienced by a wider audience. An out-of-this-world key chain, for an out-of-this-world car, during extra-ordinary circumstances.

Describe the strategy (20% of vote)

Our broad audience is families with kids, but essentially we were speaking to cool, fun loving father’s who want to share exciting adventures and ideas with their kids. 2020 had been a chaotic and stressful year - parents adjusted to ‘the new normal’ and kids adjusted to online learning. Vacations and activities were cancelled so the opportunities for adventure and unique experiences were limited. We wanted to bring back the spark of adventure, we wanted our cool dad’s to experience extra-ordinary with their kids. We needed an idea that would be a talking point for the family and their friends - turning them into our brand ambassadors. Additionally, the X-Terra launch film had already positioned the vehicle as an out-of this world car, so we focussed on bringing this to life in a tangible way to demonstrate our commitment to being extra-ordinary in every aspect.

Describe the execution (20% of vote)

We wanted to scale this idea beyond the physical 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 (30% of vote)

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