| Title | PATROL VS BEETHOVEN |
| Brand | NISSAN MOTOR CO AUSTRALIA |
| Product / Service | NISSAN PATROL |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | WHYBIN\TBWA MELBOURNE, AUSTRALIA |
| Entrant Company | WHYBIN\TBWA MELBOURNE, AUSTRALIA |
| Advertising Agency | WHYBIN\TBWA MELBOURNE, AUSTRALIA |
| Media Agency | CARAT South Melbourne, AUSTRALIA |
| 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 |
The Patrol vs. Beethoven campaign was an automatic success in that within just one week we achieved the following: • 50% increase in Google searches for 'Nissan Patrol' after it was already the most searched for vehicle in the Nissan range. • 31.31% of viewers were converted from the entertainment video through to product-focused content. • 4.47% of viewers clicked through to nissan.com.au to find out more and book a test drive. Making it the most successful online conversion rate in Nissan Australia’s history Google Australia now uses Patrol vs. Beethoven in their YouTube presentation as a case study for proof that digital video content can be used for effective product marketing.
Understanding the insight meant that the media execution was not derived from looking at traditional media channels, more from the knowledge that their was a captive online audience ready to be tapped into. Therefore the choice of an online video serving facility paved the way for a strategy that drove searchers to the content. The buy of an Australian YouTube masthead takeover and targeted banner ads allowed for additional traffic, other than the organic, to be directed to the hero content piece. A targeted key word search also increased traffic by promoting the content higher up the search list. Calculated Nissan Australia Facebook updates also aided in driving traffic to the content piece for not only the community interested in 4x4 but also the whole Nissan portfolio. All touch points worked together to increase not only the views for the hero content video but also pushed people through to watching the informative, feature-focused mini-clips.
The all-new Nissan Patrol was the most hotly anticipated vehicle launch for the Australian 4x4 community. Knowing online searches for "Nissan Patrol" numbered more than that of any other Nissan vehicle, we had a captive online audience ready to tap into. Our strategy was to produce an engaging interactive video that hooked viewers initially, then presented click-through paths for more informative, feature-focused mini-clips. We needed to ensure that the love for the previous vehicle would be carried through (enabling us to tip them straight into the purchase funnel) by proving that, despite its refined offering, it was more capable than its predecessor. From this the idea was born - the most refined 4x4 needed to conquer the most refined 4x4 track. Over five stories high, half the length of a football field and derived from the sound wave of Beethoven’s Ninth Symphony, the Patrol vs. Beethoven content campaign was born.