Nissan wanted a testimonial campaign for their new cargo van, the NV Cargo. But our target market were tradesmen who only trust other tradesmen, not “Paid Endorsements” from actors. We needed a new kind of testimonial. To accomplish this, we set up fake service calls with tradesman who we knew owned NV Cargo vans. We filmed them talking about their van using hidden cameras and microphones, giving testimonials when they didn't know they were being filmed.

Our target market are small-business tradespeople whose livelihood depends on their tools - they don't risk new products. The commercial vehicle category is filled with 'testimonial campaigns', but they feel manipulated by the brand and edited to be positive reinforcement. In a word, fake. We created a tradesman to tradesman conversation that is 100% real, and authentic. Something we have not seen in the category before. Nissan's investment into the commercial vehicle category had to feel unique to Nissan, and human with a wink. This campaign exemplifies that.

The videos have amassed total video views of 13,424. On YouTube another 4,216 views. The completion rate is 53.5%, which is 50% higher than industry average. Overall response has been excellent and motivating as sales jumped 20% in the first month after the campaign launched. On the Nissan commercial website Nissan NV CARGO leads have risen 20% since the launch.