South Africa is one of the world’s most culturally diverse countries.

We needed to launch the new Nissan Navara that had been custom-engineered for our local terrains, and honour our payoff line, Made For Your Journey. We were tasked with creating an ultra-personalised online campaign to highlight the thrill & freedom of the drive, Nissan's intelligent driving technology, all while capturing our incredibly diverse audience's attention with a single authentic voice. Our target markets included professionals, parents, off-roaders, city slickers, country folk, entrepreneurs and more... basically every South African ethnicity & race.

But with 35 languages and 11 official languages, South Africa has a lot of tastes.

How do you appeal to everyone and still make it personal? We decided to do this in an online campaign using music and highly targeted data.

South Africa is one of the world’s most culturally diverse countries. With 35 languages and 11 official languages, we have a lot of tastes, especially when it comes to music.

How do you choose the perfect music track for the new Nissan Navara? By choosing all of them.

We created a series of high-performance sequences, then used different edit techniques designed to work with specific beats per minute, covering basically every musical genre in existence with just four edits.

Partnering with Spotify enabled us to choose every one of their 70-million+ songs.

With their streaming intelligence and marketing tools, we scanned users’ most loved songs and matched them to the BPM and visual pace of the correct edit in real-time.

By using all these diverse music tastes to our advantage, Nissan was able to create a highly personalised and engaging experience for our audience. By picking the ultimate soundtrack… theirs.

This ultra-personalised campaign had to highlight the thrill of the drive, Nissan's intelligent driving technology and capture the attention of incredibly diverse audiences. Our markets included professionals, parents, off-roaders, city slickers and... basically every South African ethnicity & race in one of the world’s most diverse countries.

Partnering with Spotify, the world’s largest music streaming service and the masters of music data, enabled us to choose all of their 70-million+ licensed songs. Spotify scanned user's most loved songs, matching them seamlessly to a Navara edit in real time. Using targeted data from our massively diverse markets to complete our films in a highly personalised way.

Our audience was targeted via YouTube, our microsite, social media, DCO ads, Spotify audio, desktop overlay, mobile overlay, HPTO, sponsored sessions and video takeover - and was largely mobile-focused to aggregate our user's music preference data seamlessly and complete our customised launch films.

To appeal to everyone and still make it personal, we turned to music.

We tossed the Navara through challenging terrains and filmed a series of high performance sequences. We then used different editing techniques designed to work with specific beats per minute.

By rounding off tempo variations, we managed to craft edits that covered basically every music genre in existence - with just four edits.

We then partnered with the people who know music better than anyone… Spotify.

This enabled us to choose every single one of their 70-million+ licensed songs.

When our audience arrived on our platform, they were greeted with a Nissan Navara film that had no soundtrack.

Using Spotify’s streaming intelligence and marketing tools, users’ data was scanned for their most loved songs. These songs were matched to the BPM of a perfect film edit - allowing everyone to experience the Navara personalised with their own, ultimate soundtrack in real time.

Music elevates mood without relying on language. We used the hugely diverse musical tastes of our audience to our advantage. Crafting our online edits to work seamlessly with all Spotify tracks enabled viewers to experience the unique combination of epic driving footage perfectly combined with original licensed music from all their favourite artists signed to the Spotify platform.

Viewers were targeted via YouTube, our microsite, social media, DCO ads, Spotify audio, desktop overlay, mobile overlay, HPTO, sponsored sessions and video takeover. The campaign ran for nearly three months, from September to November 2021.

Nissan is a tech company that makes cars. Spotify is the world’s largest music streaming service and the masters of music data. This campaign was a perfect collaboration between the two, enabling us to directly target and engage with our extremely diverse markets, while honouring our payoff line, Made For Your Journey.

This campaign contributed to Nissan Navara being amongst the top 10 selling cars in South Africa during the campaign, providing all-time high sales.

Also:

298% increase in social conversations about Nissan Navara

Drove 70X more traffic to the Navara landing page

Search for ‘NAVARA PRICE’ increased by 399%

200% increase in product CTR (when compared to non-personalised videos served during the same campaign period)

257% higher CTR than Spotify average in Audio

82% higher CTR than Spotify average in Video

4 audio-less edits, 60 million possible song variations with a total music spend of… $0.00

Spotify feedback was extremely positive, stating that the campaign "performed outstandingly" and "exceeded Spotify's exceptionally high standards."

We successfully launched the new Nissan Navara that had been custom-engineered for our local terrains, honouring our line, Made For Your Journey with highly personalised, engaging spots that no one had ever experience before.