Titanium > Titanium
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
As a free spare battery available with every newly purchased NISSAN Leaf, the NISSAN e-Miles helps overcome reservations about electric mobility, and is a powerful selling point for dealers in their sales talks.
Over the long term, this product innovation will help electric mobility to establish itself more quickly.
In addition, the e-Miles underscores NISSAN’s position as a technological pioneer, in keeping with its brand slogan: Innovation that excites.
Relevancy
As the world´s first spare ‘fuel’ can for an electric car, the NISSAN e-Miles offers all purchasers of the NISSAN Leaf a tangible addition to the vehicle’s range, helping to alleviate fears of being stranded as a result of insufficient range.
As a result, the NISSAN e-Miles is a product innovation with the potential to change the public perception of electric mobility and to facilitate its breakthrough.
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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