Most Swedes in driving-age love football (67 %), spend a lion's share of their time on gaming (55 %) but don't drive a Nissan. We wanted to change the latter. We wanted to get the Swedish football fans and gaming enthusiasts to drive a Nissan QASHQAI.

Before the beginning of the campaign, we conducted a research where we found that Nissan's brand equity was 14% higher among those consumers that were aware of the collaboration between Nissan and UEFA Champions League than among those that weren't aware of the collaboration.

This is why we wanted to create a campaign that speaks to the football audience and gamers in such an interesting way that it increases the overall opinion and awareness of the Nissan brand and leads to more test drive bookings, retail store visits and cars sold.

The Controller is a device we built that can transform any Nissan QASHQAI into a PlayStation controller for Pro Evolution Soccer. It listens and translates over 2 million car signals to the PlayStation through a custom-build micro controller making it possible to interact with the PlayStation by using the cars driving interface.

The Controller was developed openly with opinion influencers that would resonate with our target group. The whole development processs was turned into entertaining content for people to enjoy in their native social channels.

After the development phase we organized live events during the biggest football matches in Europe including Champions League final and Super Cup final. We gave fans a chance to jump behind the wheel of a Nissan QASHQAI and experience the brand in a totally new way by competing against each other in Controller tournaments before the actual games.