The strategy focused on finding a funny and engaging brand experience with the target, surprising them in an unexpected moment usually associated to boredom and long waiting periods.The chosen touch point was the arrivals at the airport in the precise moment people were waiting for their baggage and/or looking for the airport exit.

A 34 meter long interactive sidewalk, motion activated, was implemented at the Lisbon airport arrivals & baggage claim, in order to welcome all passengers.The creative media solution projected on the floor simulated a typical Portuguese sidewalk, with white and black stone effect, that disappeared as a person walked through it, revealing the Nissan QASHQAI model and logo beneath.

For more than one month travelers found the walkway and experienced an interactive moment with the brand.

100% Effective reach: 650 journalists attending the convention impacted approximately 720,980 arriving passengers who in turn had contact and interacted with the solution.

Large scale media coverage and huge market buzz (not only in specialized media but also on internet blogs) reinforced Nissan’s association to innovative communication and enhanced synergies with the Qashqai multimedia campaign and strategic concept: Urban Proof.