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TBWA London launches new viral campaign to support Nissan Qashqai

28\04\2008

View ‘Nissan Qashqai Car Games 2’

To support the latest Nissan Qashqai campaign, we’ve just launched Qashqai Car Games 2, the drop-dead-funny sequel to last year’s digital campaign that was viewed 16 million times all around the world.

Unlike the original Car Games campaign, where we created an all new fictional sport and drivers performed extreme skateboard-like stunts in their Qashqai’s, this year hails the beginning of a new era – that of the ‘Spanner League’.

The weird and wonderful semi-professional league is made up of wacky fans that attempt to re-create the stunts of last year’s professionals with varying degrees of success. The four eccentric teams aspire to make pro-circuit level and will be followed and scrutinised throughout the year by ex-pro Craig ‘Pencil Sharp’ Patterson, who has a passion for developing grass root drivers and will keep fans updated on his blog

The teams include the Thai Musical stunt team and their pet pit-bull, the die-hard Flemish team, the Polish team with Joe Zakopane, the escape artist and the leopard skin clad Matonge team from Africa.

Fans will learn about the team backgrounds and see them perform in viral films released each month through various online sites and channels.

Jimmy Maymann, Go Viral adds, “Car Games 2 is one of the first big campaigns which doesn’t just drive people to a traditional microsite. It is unusual to see such a big brand doing something so different and interesting on such a large scale. Last year the campaign went live over 10,000 sites and was viewed 16 million times. This time around we expect even wider reach as we build on the passion of the fans to create a league. The new generation of consumers want to engage with brands on their own terms therefore it is important that brands intrigue, engage and entertain their audiences to gain cut through.”

Jean-Pierre Diernaz, Nissan Marketing Communications General Manager said: “Qashqai Car Games 2 is a wonderful extension of last year’s campaign and will continue Qashqai’s plan to engage audiences by entertaining them and creating a truly contagious marketing campaign.”

Qashqai Car Games 2 follows the launch of Nissan’s biggest TV ad to date, a new print campaign, the second mountain bike urban free ride tour and a unique TATE street art exhibition sponsorship.

Author:

Sushil Hunjan

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