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, state-of-the-art four-wheel drive technology that will ensure safety on every road.

With Nissan's established partnerships with ski resorts, we aimed to demonstrate its capabilities in the most relevant environment. 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.

Set in one of Europe's most dramatic ski resorts, this film follows the gripping tale of one winter thrill-seeker embarking on the ride of his life. He stands alone at an altitude of 3,257 meters, and the tension builds as a news report about ski accidents plays in the background. Suddenly, we cut to a team of mountain rescuers as they spring into action, get into a modified Nissan electrified X-Trail e4ORCE, and battle across treacherous terrains.

As we cut between these characters, the film turns into a high-octane race against time. But, in an unexpected twist, the rescue team reach an open area and set up a radar speed monitoring sign. Coming the other way, the skier is stopped in his tracks with a stark reminder of the dangers of speeding – and is reminded that safety on the slopes is everyone's responsibility.

This Snow Rescue campaign was notably successful. Beyond nearly 7 million views in the Alps for the OOH and DOOH advertisements in the resorts, this film accumulated 2.7 million views on YouTube across Europe. Furthermore, it generated significant buzz and excitement, including coverage in 850 press articles and local radio. The e4ORCE technology raised awareness, and Nissan's commitment to winter sports excitement and responsibility was clearly heard.