The objective of the case was to celebrate Nissan's 80th Anniversary.

-The target audience was current and former Nissan employees.

- In addition, we were talking to the global media community.

- And most importantly, we were giving the fans something to celebrate.

The unique insight here was that corporate anniversaries are usually just that - corporate. We wanted to do something more modern and relevant and inspire owners to participate.

This approach was relevant to the client and the target audience in that the brand was able to mark this milestone, yet it was the owners who took center stage.

First Nissan spoke to the press at a ride and drive event called Nissan 360. It lasted several weeks and journalists from every continent participated in presentations from executives and designers and also got to drive the full-line of cars in a variety of conditions.

Next we rolled out a stakeholder event including OOH that told the Nissan story, a brand film featuring some rarely-seen footage and a robust online presence.

Once the event launched, owners were encouraged to share their stories on social media. We also staged a heritage car parade in Nissan's founding city of Yokohama. Owner stories continue to be launched via YouTube and the brand also executed a world's first 3-D print for owners.

The results were strong. Visits to the Nissan corporate homepage, the hub of all of this activity, increased 170%. Facebook likes climbed to 35,831. The response from the audience was robust. Over 550 stories submitted from 24 countries.