The creative idea was to communicate trust thanks to those who know Nissan Crossovers best: their drivers. We collected real owner stories that everyone can relate to and recreated them in a way that would thrill a wide audience. No CGI, done for real, from driving blind on a path of containers to automatic parking on top of two moving trucks, our series of extreme tests “Stories By The Million” showed that Crossovers are ready for anything.

The campaign was carried out in France, UK, Spain and Italy over 6 weeks with a media investment on YouTube and Facebook of 220k€. While a TV trailer drove a mainstream audience to the campaign, we targeted Nissan Crossover owners to generate engagement on Facebook and maximized views with instream and indisplay on YouTube. Beyond its media use, the content aims to reinforce the quality perception of the brand and will remain on all Nissan platforms.

The campaign generated 3.7 Million combined views in 6 weeks. The number of video views were double the Nissan market average, which led to traffic to Nissan’s website increasing by 18%.

Trust significantly improved around Nissan crossovers thanks to the campaign (Psyma results):

“Id recommend Nissan” + 18 points

“Nissan is a brand I trust” + 14 points

“No other car brand compares to Nissan” + 9 points

“Nissan produce cars of quality” + 13 points

Satisfaction after visiting the Nissan site +7 after having watched at least one video.