Nissan Australia has unveiled a national 360° campaign celebrating its innovative e-POWER technology alongside a refreshed visual identity for the brand. Nissan United — part of TBWA — is the agency behind the work, which marks an exciting new chapter in the automotive brand’s history.
The campaign was designed to demonstrate the benefits of Nissan’s unique e-POWER technology, “Driven by electric. Fuelled by petrol. So, you’ll never need to plug in to recharge”.
The integrated campaign launching today is heroed by the 30” TVC. The storyline unfolds against the backdrop of rugged Australian terrain, with the X-TRAIL e-POWER in a playful chase with a futuristic, battery-charged droid. Viewers will see the X-TRAIL e-POWER cruising effortlessly, across vast distances of the Australian landscape, without needing to plug in (unlike the droid). With a focus on captivating Aussie audiences, the spot features local talent rounded out with a rendition of Sweet Disposition by Australia’s own Temper Trap.
The campaign is the first to reveal Nissan Australia’s revitalised visual identity, which has been designed to inject more excitement and distinctiveness into the automotive brand. It will be rolled out across OOH, social and digital platforms.
“It’s a thrilling time for Nissan Australia with the advertising launch of e-POWER alongside our existing comprehensive product line-up. This exciting new campaign and reinvigorated visual identity engineers a bolder and braver direction for Nissan in Australia and, along with our Dealer partners, we very much look forward to bringing it to life throughout the coming months,” said Sriram Padmanabhan, director of marketing, Nissan.
“The driving experience of the e-POWER really is something special. So much so, we kick-started the whole process by briefing the creative team in the vehicle. It’s quiet and smooth, so we had to find a disruptive way to tell Nissan’s e-POWER story,” said Sarah Cajelot, general manager, Nissan United.
The media strategy, which was delivered by Nissan United, sees the campaign running in Australia across TV, Cinema, OLV, Social, anamorphic OOH and digital, as well as via content creators, first-to-market sponsored partnership with carsales and Urban List, and a sponsored AR partnership with Meta.
CREDITS
Client Nissan Australia
TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Senior Creative: Scott Canning
Senior Creative: Siobhan Fitzgerald
Senior Producer: Melina Flood
Nissan United
General Manager: Sarah Cajelot
Precision Marketing & Media Lead: Tony McKay
Revolver Director: Dani Pearce
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart Producer: Sarah Nichols
Director of Photography: Germain McMicking
Arc Edit
Executive Producer: Daniel Fry Producer: Jess Ryan Editor: Lucas Baynes Heckler Head of VFX: Tom Corbett
EP: Steven Marolho
Head of Production: Amy Jarman
Flame Online: Julian Ford
3D Artists: Maud Chapuis, Rachael Tedesco, Dusan Marjanovic, Philip Wang, Patricio Ducaud, John Trudgian, Nick Kaloterakis
Compositor: Ran Xie
Colourist: Fergus Rotherham
Rumble Studios Executive Producer: Michael Gie Engineer: Cam Milne Level Two Music Music Supervisor: Karl Richer Music Supervisor: Mel
