Nissan

Meet the Institute of Thrillology

Overview

We created the Institute of Thrillology – a physical manifestation of Nissan’s brand promise. This encompassed a team of researchers we called Thrillologists and the stars of the show, the Nissan vehicles.

Relevance

Dealerships added a valuable boost of science
Car Shows and Events got more thrilling.
Website thrilled visitors.
Digital + social + CRM kept thrilling the leads.

Key Challenge

We needed to disrupt our audiences’ decision-making process – we need them to expand their consideration set to include emotional criteria too.

Strategic platform

Convention:

I don’t really have an opinion about Nissan.

Disruption:

Showcase culturally relevant and inspiring real-human outcomes enabled by Nissan technology.

Vision:

Disrupt our audience’s decision-making process and expand their consideration set to include emotional criteria.

Creative strategy

The experience strategy drove participation by creating an emotional connection with the brand and providing a seamless experience across all touchpoints.

The Results

74%

growth in the sales funnel by widening the “choke point” between Awareness to Consideration.

42%

above benchmark for “Ad made me think differently about the brand”.

158%

rise in per unit sales gross profit.