Nissan transformed the Olympic torch relay caravan into a major platform to launch Nissan Kicks.

The Olympic torch relay caravan turned into a major platform to launch Nissan Kicks, covering 19,000 miles.

The project was separated into 2 stages: recruitment and torch relay

For a whole year during the recruitment stage, five production teams scoured the country in search of Brazilians with inspiring stories who wanted to carry the Olympic torch.

These stories were featured at Nissan’s digital hub, social networks, magazines, and also in SPORTV – the main sports TV channel in the country.

During the relay event, the car became the biggest element of entertainment in a tour through 328 cities in 100 days, transporting the percussion ensemble Patubate and Carlinhos Brown – one of the most respective musicians in Brazil.

All instruments used by the ensemble were made out of Nissan car parts.

During the action, all dealerships across the country promoted experiences

A team was structured to begin planning more than 1 year in advance, mainly due to the complexity of logistics and risk assessment in carrying out an action that would cover more than 30,000 kms, with the team in motion all the time, assembling and dismounting every day in a different place, in a country full of manifestations, without technical visits of recognition of each place where the activations would happen. During the Relay the team had 250 components, divided into groups of functions and shifts, always contemplating the daily supply of a content platform geared towards social networks and full integration with the PR agency.

Results:

8,102,915 views online on recruitment content

Reach of 61 million people, representing 66% of the brand's audience

80% of Brazil's population was impacted in some way by the relay.

65 million people hit the streets.

35% increase in sales

More than 137 million BRL in earned media

Nissan Kicks was number 4 in sales