In 2022/23, we launched an initial campaign in various ski resorts to promote Nissan's ePower technology through the electrified X-Trail model, targeting families seeking excitement and new adventures, a demographic that aligns perfectly with skiers. Drawing parallels between skiing and driving sensations, we created contextual OOH/DOOH advertising to raise awareness of ePower technology. Renewing our adventure for another year, our focus was on the e4ORCE technology, a-state-of-the-art four-wheel technology. With Nissan's established partnerships with ski resorts, we aimed to demonstrate its capabilities in the most relevant environment.

The challenge was to connect strongly with the audience on the slope with a strong, clear and engaging message: Ride responsibly.

In addition to print and digital advertising, the creation of the rescue car added a societal dimension, showcasing Nissan's commitment to winter sports safety through the use of radars to further reduce accidents.

For the launch of their X-Trail Mountain Rescue, Nissan wanted to recall the best way to use an ambulance is to make sure you never need to. To ensure this message, Nissan created the Europe first intelligent speed monitoring radar on ski slopes. As a promoter of excitement, Nissan is best positioned to ensure strong excitement allied with safety. Without safety, there is no excitement. The "Ride responsibly" campaign then takes on a deeper and louder meaning.

Data played a strategic role in the creation of this initiative. By analyzing 322 215 km of alpine slopes over several years and cross-referencing data on snow conditions, weather, atmospheric pressure, accident numbers, causes, and locations on the slopes, while working closely with experts and rescuers, we concluded that speed was one of the main causes of accidents on the slopes. This led us to create the radar as a complement to our X-Trail e-4ORCE Mountain Rescue, furthering our commitment to winter sports safety. Subsequently, the accumulated data and their interpretations allowed us to position the radar in the most strategic location to have an impact on our audience and reduce the number of accidents on the slopes.

This campaign started in January and will be finish in May, focused on ski season.

We analyzed 215 kilometers of ski slopes in the Alps, examining the terrain, snow quality, weather conditions, atmospheric pressure, number of injuries, and most frequent rescue intervention locations to engineer and place these radars in the most strategic spots possible for maximum impact. Additionally, these radars were integrated into the landscape to avoid visual pollution on the slopes, unlike traditional OOH (Out-of-Home) advertising.

Furthermore, our display campaign in ski resorts used contextual messages to draw parallels between e4ORCE four-wheel drive technology and the sensations of skiing. This complements our goal of showcasing this technology through demonstration rather than explanation. Excitement is nothing without safety.

Our radars, along with the associated campaign, helped reduce an average of 6% accidents in the ski resort where they were placed. A significant figure. This indicates an increased awareness among skiers and a clear identification of the message of the "Ride Responsibly" campaign. Additionally, the press and radio extensively covered the topic, with 850 articles highlighting this brand commitment. Furthermore, our print advertisements generated nearly 7 million impressions, reaching an average of 1,376,241 skiers in our selected ski resorts.