Motor show are big events for auto makers and where it is difficult to stand out. Too many brands, too many lounge, too many new techs.... In September 2019, Nissan was not attending the biggest European motor show. In addition, Nissan was revealing its new model: the new Nissan Juke. The objective was to be the talk of the town without being present.

Motor shows are key moments for automotive manufacturers. In 2019, Nissan was missing the biggest European motor show but still wanted to break news for the come back of its iconic Nissan Juke. All the journalists were in Frankfurt and the objective was to make them talk about Nissan without us being over there. We created our own motor show not in Frankfurt, Germany but in its homonymous city in France. This pun was loved by journalists. We designed a stand in the middle of a field and welcomed them to broadcast the event for us without any paid media or advertising.

Official at Nissan said that we were not going to attend the Frankfurt Motor show. A week before the motor show, we teased to journalist on the internet to let me aware of our stunt. We talked to them in a relatable way. For instance, we told them they could do pictures and reviews for as long as they wanted without any crowd and no waiting lines. No need either to talk German or to eat sausages. Just some good times in the middle of field in the South of France.

We created the stand overnight in Francfort. The stand was out for five days, the time to let journalists and individuals visit us. Two new models were exhibited and were available for test drive. Francfort was chosen for its homonymous town in Germany where the real motor show is taking place.

The launch of the juke was a massive success. The Nissan Francfort Motor show attracted many journalists, main auto tv show quote us all over Europe. With 0 paid media, we had more than 350 articles dealt with our stunt and we had over 130 millions impressions online. Journalists from Turbo (main french motor show), Top Gear (main english tv motor show) talked about our stunt.