Nissan Europe Debuts First Chapter of Intelligent Mobility Platform

TBWA\G1's new campaign for Nissan embraces an exciting new vision, repositioning the brand from a car company to a tech company. Through the lens of Nissan Intelligent Mobility technologies, Nissan is showing how technology can enhance the experience of Nissan drivers and allow them to become an augmented version of themselves.

While some may think that adding technology detracts from the raw experience of driving, Nissan is proving that technology can turn your car into an exciting partner through its creative platform “Tech that moves”. This new NIM creative will be introduced through the launch of the new Nissan Qashqai, with a focus on ProPILOT at the heart of this campaign.

Gaelle Devitry, advertising content manager, says: "With this campaign we are entering a new chapter in Nissan’s communication, setting the tone for our new positioning as a tech company that keeps the driver at the heart of everything we do."

The Qashqai NIM campaign highlights the feeling of confidence and control that come with the crossover’s technological features. To showcase this, TBWA and Nissan have worked side by side to create an uplifting metaphor to demonstrate the feeling of driving with ProPILOT.

Eric Pierre, executive european creative director, TBWA\G1 described the launch as: “A campaign created to move audiences as much as Nissan’s tech moves you physically and emotionally.”

The campaign film shows a confident and audacious driver imagining himself as a weightless skater while experiencing ProPILOT technology. Two other NIM technologies are brought to life in the suite of print ads: Intelligent Around View Monitor (iAVM) and Intelligent Forward Emergency Breaking with Pedestrian Recognition (iFEB with PR).

This 360° communication campaign is the result of a collaboration between TBWA\G1, Publicis.Sapient, D2NA, and OMD. The campaign will be released in over 25 countries in Europe and will include TV, social, digital, print, OOH, CRM, and retail. The campaign reinforces Nissan’s position as a brand that offers quality technology and whose pursuit of innovation is ever-increasing.