Nissan is rolling out a new campaign via AOR TWBA that features runner Usain Bolt, Olympic gold medalist holder of multiple world records. Bolt can run 100 meters in 9.58 seconds. He also discovered that when driving the Nissan GT-R that he can accelerate from 0 to 100 km/h in 2.8 seconds. So the world’s fastest man bought the GT-R.
The global campaign, dubbed “What If_,” is kicking off with billboards at major airports featuring Bolt, the GTR, and performance statistics for both.
The digital ad rolled out globally 6/1, starting with 13 airports: Tokyo (Narita), Osaka (Kansai), Hong Kong, Seoul, Kuala Lumpur, NY (JFK), Miami, LA, Chicago, London (Heathrow), Frankfurt, Rome, and Johannesburg.
See the ad here:
This effort is the first activity of Nissan’s newly-formed global marketing organization that was tasked last year to accelerate the company’s brand power in support of Nissan’s Power 88 mid-term business plan. The plan includes unprecedented investment in new markets, products and technologies to raise its presence across the globe.
The experience will be extended online with deeper storytelling and sharable contents. A dedicated global Facebook fan page uncovers a strong association between Nissan GT-R and Usain Bolt and other stories.
The campaign is set to run multiple years, delivering Nissan’s unlimited and surprising innovation stories. Messaging will be constantly refreshed to surprise and continue to deepen the understanding of Nissan’s human-centric approach to innovation. Another Nissan innovation, the Nissan LEAF’s remote-charging capability using a smartphone app, will also be featured in the brand effort.