Brand Experience and Activation > Sectors
PUBLICIS PIXELPARK, Hamburg / undefined / 2017
Overview
Credits
CampaignDescription
Any car can be equipped with a spare fuel can for emergencies. Any car, that is, except for electric cars, even though they need the extra range most of all.
This has now changed, as we have developed the NISSAN e-Miles, the world´s first spare ‘fuel’ can for electric cars.
Now available free of charge with the NISSAN Leaf, it serves as a mobile spare battery, offering approx. 15 km of additional range and serving as an unbeatable selling point for our dealers.
Execution
The electric spare ‘fuel’ can NISSAN e-Miles is integrated directly into the sales process, and serves as a powerful selling point in sales talks at the POS, significantly enhancing the value of our product.
Outcome
The NISSAN e-Miles has only recently entered use with selected dealers. These dealers have reported increased customer interest in the NISSAN Leaf electric car, more requests for test drives at the dealership and an increase in sales.
Relevancy
When it comes to overcoming reservations about electric cars, financial incentives alone are not enough. That is why we developed the world´s first spare ‘fuel’ can for electric cars – to create an entirely new sales tool with which to significantly increase sales of the NISSAN Leaf electric car.
Strategy
Our core target group comprises all potential purchasers of a NISSAN Leaf, as we intend to use our new product development to eliminate any remaining reservations they might have about electric mobility.
The electric spare ‘fuel’ can NISSAN e-Miles serves as a unique tool with which to eliminate the final obstacles to a purchase decision.
As a free optional extra available at the time of purchase, the NISSAN e-Miles generates additional trust in the product, changes the general perception of electric mobility and increases sales of the NISSAN Leaf electric car.
Synopsis
Even though the technology is improving continuously and ranges are increasing rapidly, many people are still afraid of being stranded with a flat battery when travelling in an electric car. Were it not for this irrational fear, 7 out of 10 new car purchasers would already be willing to buy an electric car.
Our task was to change this perception, allay fears, provide dealers with powerful selling points and, finally, to increase sales of the NISSAN Leaf electric car.
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