Nissan’s brand slogan is “Innovation that excites,” so to bring excitement to the targets in an innovative way and to rebuild their bond with the Serena, we leveraged on Serena’s most unique feature: roominess. We transformed Serena’s spacious interior into a giant dream moneybox. Using the actual vehicle to demonstrate how this family vehicle can turn a family’s dream into reality, we managed to offer our targets an unforgettable brand experience.

・Dream submissions (campaign participants):

259,594 dreams

= $26,000 worth of funding

・Media impressions:

47,524,367 IMP

・New membership acquisition:

92,822 sign-ups

124% higher than a regular Nissan campaign

・Serena sales during the campaign (Jan ‘13):

119% up

compared to pre-campaign (Aug-Dec ‘12)

Most of all, the Dream Moneybox Wagon gave an unprecedented chance for many families across the country to share their dreams, and funding gathered from the campaign went towards assisting a 9 year-old girl to make a huge step towards her dream.