PATROL VS BEETHOVEN

TitlePATROL VS BEETHOVEN
ClientNISSAN MOTOR CO AUSTRALIA
Product / ServiceNISSAN PATROL
CategoryA04. Ambient/Alternative Media
EntrantWHYBIN\TBWA MELBOURNE, AUSTRALIA
Entrant Company WHYBIN\TBWA MELBOURNE, AUSTRALIA
Advertising Agency WHYBIN\TBWA MELBOURNE, AUSTRALIA

The Brief

After a 15 year hiatus, Nissan were set to re-launch the all-new Patrol in Australia. This new model had been refined beyond belief, from capability to luxurious appointments. The challenge we faced was that the Nissan Patrol comes with a fiercely loyal following, accompanied by a tough-as-guts reputation and heritage. As such, we needed to convince Patrol loyalist of the vehicles capabilities, while at the same time, showcasing to a new audience, just how luxuriously refined the vehicle had become. We needed to demonstrate to some and prove to others that rugged and refined could go hand in hand.

Creative Execution

The track based on Beethoven’s ninth symphony proved to be the ultimate product demonstration for the new Nissan Patrol. Australia’s leading 4X4 expert, described it as the hardest track he had ever driven. And the link to Beethoven allowed us to acknowledge the refinement and style of the new Patrol in a humours and clever way — very much in keeping with the Nissan brand in Australia.

Describe the creative solution to the brief/objective.

We figured: the most rugged and refined 4x4 ever, needed a track to match. So we took the soundwave from one of the most refined musical compositions in history, Beethoven’s Ninth. From that we created a 5 story high, 4x4 track, half the length of a football field, complete with rock obstacles, water crossings and almost impossible to navigate inclines and descents. The peaks and troughs of the song became the peaks and troughs of our track. The desired outcome was shared content and excitement amongst 4X4 communities and Patrol enthusiasts, leading to high conversion rates of book test drives.

Results

Within in just one week we saw a 50% increase in Google searches for 'Nissan Patrol' — making it the most searched for model in Nissan’s range. 31.31% of viewers were converted from the entertainment video through to product-focused content, with more information on the new Patrol. Over 3.8M Australian impressions delivered. 4.5% of viewers clicked through to nissan.com.au to find a dealer and book test drives — making the highest 'click through rate' in Nissan Australia's history.

Credits

Name Company Position
Phil Kenihan Front Of House Sound Design
Simon Lister Nylon Sound Design
Ainslee Wood Infinity2 Producer
Dan Reisinger Infinity2 Director
Paul Arena Whybin\tbwa Group Melbourne Digital Account Director
Matt Chiodo Whybin\tbwa Group Melbourne Account Director
Mike Napolitano Whybin\tbwa Group Melbourne Group Account Director
Margot Ger Whybin\tbwa Group Melbourne Agency Producer
Mark Jones Whybin\tbwa Group Melbourne Art Director
Jarrod Lowe Whybin\tbwa Group Melbourne Copywriter
Damian Royce Whybin\tbwa Group Melbourne Creative Director
Paul Reardon Whybin\tbwa Group Melbourne Executive Creative Director
Scott Whybin Whybin\tbwa Group Melbourne Chief Creative Officer