Nissan is more than an automotive company, it’s a tech company that makes vehicles.

The new Navara was custom-engineered for South African terrains, which is why its payoff line is Made For Your Journey. To launch the new Navara, we needed an ultra-personalised digital campaign to highlight the thrill of the drive and Nissan's intelligent driving technology.

We had to appeal to everyone from professionals, parents, off-roaders, to city slickers, farmers and, well, basically every South African ethnicity and race.
South Africa is one of the world’s most culturally diverse countries. How do you appeal to everyone with an authentic voice? Using one of the most personal things of all… music.  

But with 35 languages and 11 official languages, South Africa has a lot of musical tastes. How do you choose the perfect track for the new Nissan Navara? By choosing all of them.

Partnering with Spotify – the people who know music better than anyone – we could utilise every single one of their 80-million+ songs. 

The Solution:
We tossed the Navara through every challenging terrain we could find and filmed a series of high performance sequences.We then used different editing techniques designed to work with specific beats per minute.

By rounding off tempo variations, we managed to craft edits that covered basically every music genre in existence - with just four video edits.

Digital posts on the Spotify platform served a call to action video that had no soundtrack, bringing our audience to our online platform.

Using Spotify’s streaming intelligence and marketing tools, users’ data was scanned for their most loved songs. These songs were matched to the BPM of a perfect edit - allowing everyone to experience the Navara personalised with their own, ultimate soundtrack in real time.

Our online edits perfectly combined with all Spotify tracks, enabling viewers to experience a unique combination of epic driving footage and original licensed music from all their favourite artists signed to the Spotify platform.

Through the use of tech and data, we integrated our different platforms and assets to create a cohesive, highly-targeted digital campaign.

Results:

The campaign contributed to Nissan Navara being amongst the top 10 selling cars in South Africa during the campaign, providing all-time high sales.

“We gathered highly insightful data from this campaign. We saw an almost 300% increase in social conversations about Nissan Navara during the campaign period. 70 times more traffic was also driven to the Navara landing page and one of the most significant statistics was that the search for ‘NAVARA PRICE’ increased by 399%. Personalisation was critical in driving engagement. And this campaign is proof of just that,” says Mike Di Terlizzi, MD of Nissan United, South Africa.