Branded content campaign which showcases 3 teams experiences as they try to get under the skin of another city on the other side of the world.
THE CHALLENGE
Operating in the highly competitive light-car category, Nissan needed to make its car, the Micra, stand out from its competitors. To drive consideration amongst the young urban audience, Nissan needed to create impact by bringing to life the Micra’s personality. We identified two key challenges: creating engaging content to our audience and delivering the core brand message: that the Nissan Micra is In Sync with the City.
THE INSIGHTS
Our target audience love new discoveries and life experiences, and more importantly, love sharing these with their friends, who are the most important aspect of their life. For them, being ‘in sync with your city’ means having street cred; knowing where to get the best coffee, being able to find that amazing roof-top bar or gaining entry to a secret gig.
THE SOLUTION
We went on a search to find the three Australians who are most in sync with their city. Then we challenged them to get under the skin of some of the world’s hottest cities with their best mate. They would need to prove themselves by giving daily reports to our studios and uploading videos that showed everyone why they were the ultimate Micra CityZen.
The campaign rolled out in four phases.
Phase one: Registration
We put out the word that the search was on to find three Micra CityZen’s. They would need to take up the challenge and head to New York, Barcelona or Los Angeles accompanied by a friend and content producer to prove, on a daily basis, that they can get “in sync” with that city.
A microsite, called the Micra Hub, was developed so people could upload video entries proving how in sync they were with their city.
Phase two: Introduction of CityZen’s
The three Micra CityZen’s were introduced to our audience on-air and online to help build their profiles, develop a following and create engagement early on in the challenge.
Phase three: Trip and Content Delivery
Through video and written diaries the audience was able to get to know the teams and follow them along their journey. Our three Micra CityZen’s generated content daily which was sent back to the Today Network.
An exclusive on-air segment at 3pm everyday named ‘In Sync with the City’ was developed, where we spoke to our CityZens to get updates on their progress. A daily video was also uploaded on the Micra hub which enabled listeners to follow each journey in-depth and comment, vote and share.
The story developed for our listeners, ensuring ongoing engagement and interaction throughout the campaign.
Phase four: Voting
We handed voting over to our listeners via the Micra hub. Twitter and Facebook were integrated within our site to enable votes and comments, taking Micra into the social world. To get our listeners further engaged, anyone who voted for one of the three Micra CityZen’s had a chance to win $10,000!
The most voted for Micra CityZen won the definitive city accessory, a new Nissan Micra.