Project: Nissan Micra x Wheeler Dealers
Agency: Digitas LBi
Role: Creative Direction/Concept
With: Eleanor Howe & Lina Benmansour, Benoit Finck & Heloise Niord-Mery
One of the new Nissan Micra's key selling points is that future-owners can customize the car inside and out. To show how simple and fun the process is, we invited everyone for a Facebook Live, giving the audience the power to customize a real Nissan Micra from the Renault/Nissan factory in Flins, France. That was a world-first for an automotive brand.
To make it even more entertaining and attract a wider audience, we partnered with the infamous duo Mike & Edd, the Wheeler Dealers (200M fans worldwide). They engaged the audience while playing various funny mini-games that highlighted other great features of the car.
We carried out 3 Facebook lives in which viewers could vote for Micra’s body color, interior and exterior trims.
After nearly 2 million views and 15 thousand comments in one afternoon, fans voted for a space grey Micra with a vivid orange interior and exterior trims. This special edition has been called "Micra Made by Social."
1st live: Body color
2nd live: Interior trims
3rd live: Exterior trims