The Campaign

Most Australians had no idea that the electric car was a reality. Our objective was to spark public debate and conversation around the fact that petrol could soon be a thing of the past and to persuade Australians that the 100% electric car, the Nissan LEAF, was now a reality. Our strategy was to present the media and the Australian people with a thought-provoking question: In a world without petrol, what do we do with the pumps? This, we felt, was more likely to generate some good media hype and PR; more than any typical car launch would. To execute this strategy, we took over 40 recycled petrol pumps and transformed them into everyday items such as a fish tank, gumball dispenser, coffee machine, water fountain, bubble blower, grandfather clock, arcade game and a bird feeder covered in birdseed, to name a few. We then exhibited them in prominent public spaces in Sydney and Melbourne and invited people to interact with them. The result was over 100 editorial articles in non-motoring media, over 12 million people viewed via Facebook sharing and over 17 million impressions via online media stories. Trying to change public perceptions and opinions about electric cars was not going to be easy. A PR led campaign was our best approach. Gaining awareness was reliant on earned media, so our campaign used tactics that engaged with the media and increased channels for talkability.

The Brief

Our research revealed some major challenges around Australians perception of electric cars that we needed to change if the launch was to be a success. Our goal was to create a buzz around the fact that petrol could soon be a thing of the past and to persuade Australians that the 100% electric car, the Nissan LEAF, was now a reality.

Results

Over 12 million people viewed via Facebook sharing. Over 17 million impressions via online media stories. The campaign resulted in a four-minute debate about electric cars and news about the LEAF on Channel 10’s The Project, a home page article and video on News.com.au, which reached maximum reader comments and a 6 minute interview on National ABC radio. In total, there were over 100 editorial articles in non-motoring media. 100% included Nissan LEAF brand mentions, 90% included an image and 81% included a website reference. There were over 100,000 video views of ‘A World Without Petrol’ in a month, an impression reach of over 29 million and live engagement with 20,000 people. As of four weeks into launch, Nissan had received 97 purchase reservations for the LEAF, which was well beyond client’s expectations. Invited to exhibit recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.

Execution

First, we organised and toured a massive 4-day exhibition of the recycled pumps in prominent public spaces in Sydney and Melbourne. The public’s reaction to the art was captured on film and content distributed through paid digital media, earned media and social sharing (Facebook, Twitter, YouTube, Pinterest and Flickr). A ‘vote to win you favourite bowser’ competition and 40 individual bowser QR codes helped us capture data and incentivize sharing. All digital touch points led to nissan.com.au/leaf (the top of the purchase funnel). On the morning of the exhibition’s reveal we invited celebrity, news and lifestyle journalists to an exclusive screening of the documentary, ‘The Revenge Of The Electric Car’. The film and event was hosted by X Factor presenter, Natalie Bassingthwaighte, who was to be one of the first Nissan LEAF owners in Australia. Media was then taken on a tour of the ‘World Without Petrol’ art installation.

The Situation

Nissan wanted to launch their 100% electric car into Australia. Problem was, most Australians had no idea that the electric car was a reality. They thought it was just a thing of the future. Our strategy was, rather than focus on the car’s technology, why not highlight the fact that petrol could soon be a thing of the past? Our idea was to present a thought-provoking question: In a world without petrol, what do we do with the pumps? This, we felt, was more likely to generate some good media hype and PR; more than any typical car launch would.

The Strategy

Our strategy was, rather than focus on the car’s technology, why not highlight the fact that petrol could soon be a thing of the past? Our idea was to present a thought-provoking question: In a world without petrol, what do we do with the pumps? This, we felt, was more likely to generate some good media hype and PR; more than any typical car launch would.