Nissan Uses Impending ULEZ Charge to Promote Brand’s 100% Electric Vehicle

TBWA\London and MGOMD have created a Tech & Data driven campaign for Nissan that highlights how the brand’s 100% electric vehicle – the Nissan LEAF – is exempt from London’s impending ULEZ (Ultra Low Emission Zone) charge. 

The campaign uses proprietary technology, developed by Ocean Outdoor, at congested traffic light locations like Gypsy Corner, Finchley Road and Holland Park Roundabout in central London.

The intelligent technology detects the make and model of the vehicle that is waiting at the lights, which will trigger a message to be displayed in real-time on the Digital Out of Home screen, with a note about the ULEZ charge they would incur from 8 April if they entered the ULEZ zone.

The consumer language is straightforward; ‘You could save up to £24 a day on the ULEZ and Congestion charge’ or ‘For an electric car, it’s not too keen on charges.’ If the driver is already in a Nissan LEAF the copy congratulates them on avoiding the charge by being #ULEZready.

The campaign is further supported by print, digital, social and a media booking in the Metro newspaper, running consecutive ads that feature a version reading “Breathe easy, Sadiq” to engage London Mayor, Sadiq Khan, as he aims to improve London’s air quality by lowering pollution levels.  

Nicolas Verneuil, Marketing Director, Nissan Motors GB, said: “The Nissan LEAF is both Europe’s and the UK’s best-selling 100% electric car. We wanted to promote this achievement whilst at the same time ensuring London motorists know there’s an affordable, accessible and intelligent way to not only reduce their driving costs in the Capital but also help improve the city’s air quality. 

“Through Nissan Intelligent Mobility, we’re redefining the way cars are driven, powered and connected to the world around us. With the LEAF’s proven, practical and enjoyable zero-emission drivetrain, we can make cities like London a better place for everyone.”

TBWA\London’s CCO, Andy Jex, added: “Responding in real time in an engaging, dynamic and relevant way to a topical issue as big as this is a really powerful way to leverage Nissan’s position as the leader in electric vehicles.” 

Vehicle detection technology does not store any personal driver or vehicle data.