Nissan wanted to launch the first 100% electric car into Australia. Problem was, most Australians had no idea the electric car was a reality. They thought it was just a thing of the future.

We needed to get the nation talking and educate them not just about the Nissan LEAF but the whole electric car category.

So rather than just revealing car, we began by asking a simple, thought-provoking question: In a world without petrol, what do we do with the pumps?

We purchased dozens and dozens of used petrol pumps. Then we dreamt up other things we could turn them into. We teamed-up with a famous Australian artist and we transformed the pumps into fun, interactive, everyday items like fish tanks, gumball machines, dog kennels, disco balls, Pacman games and a whole lot more.

We then invited news and lifestyle media, politicians and celebrities to a private viewing of the exhibition. To set the scene we featured the controversial documentary ‘Revenge of the electric car’. Then guests were given a tour of the exhibition and offered individual test-drives of the LEAF.

This launched larger public exhibitions where people played with the artwork and could learn facts about the Nissan LEAF via near-field technology which linked them to features of the Nissan LEAF on-line and encouraged sharing.

The PR campaign created mass media and consumer awareness about the commercial reality of the Nissan LEAF and successfully positioned Nissan as being at the forefront of innovation.

We invited influential celebrities, politicians, news, lifestyle, technology, environmental media and bloggers to exclusive previews of the exhibition in Sydney and Melbourne, and screened ‘Revenge of the electric car’ a controversial documentary about the electric car’s struggle for acceptance within the motor industry. This set the scene for the media before revealing the exhibit. Chris Paine, the Director even joined us from the US to answer questions.

Natalie Basingthwaithe, a local singer and celebrity mum hosted the event and talked about the need to ensure a world without petrol for our kids, gaining interest and attendance from celebrity magazines about the launch.

Media were then given individual opportunities to test-drive the car, learn about its benefits and new technology

Footage from the launch and pictures from the event were then circulated to news desks.

RESULTS (within one week).

• Over 12 million people viewed via Facebook sharing.

• Over 100 pieces of editorial generated.

• 100% of coverage included brand mentions (90% included imagery).

• Over 17 million impressions via online media stories.

• A 4 minute feature and interview with Nissan Australia’s CEO about electric cars, on Australia’s primetime news conversation show, The Project.

• Invited to exhibit the recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.

• Nissan was later voted in the Top 30 Most Innovative Companies in Australia by BRW Magazine. The Nissan LEAF campaign and strategy was sighted as the primary reason.