Manufactured by Nissan, The Nissan Leaf is a 100% electric car. The LEAF is a refined, innovative vehicle which pushes the boundaries of EV motoring.
Agency AKQA tasked Hotcow to activate a Nissan Brand Experience campaign around the World’s Cheapest Taxi Rank powered by Nissan LEAF. The experience was created to raise awareness of Nissan’s ‘The Big Turn On’ campaign and to highlight how the Nissan Leaf 100% electric cars are six times cheaper than a conventional petrol car.
What we did
The ‘worlds cheapest taxi ranks’ was activated in the vibrant cities of London and Amsterdam – Truman Brewery in East London and the Central Station in Amsterdam.
Each taxi rank consisted of 10 Nissan LEAF vehicles, which provided members of the general public with a free taxi ride to any destination in their respective cities. To take part in the experience, The Hotcow team asked people to tweet their destination using the hashtag #6xCheaper. Each taxi rank had a giant ‘Tweet’ board set up so that each destination was displayed. A large screen displayed the tweets as they came in, highlighting the comparative costs of electric versus petrol, as well as awarding winning entrants their free journey.
The strategy was to create a simple, easy to understand message from Nissan, that communicated one of the strongest benefits of electric motoring. E.g. which are the significant fuel savings that can be achieved.
A team of Nissan LEAF Brand Ambassadors got people excited and involved in the experience as they walked by and encouraged the public to book a free taxi ride with one of the Nissan LEAF taxis. The experience enabled us to show people how much cheaper it would be to use a Nissan LEAF on a day to day basis, it also gave people an opportunity to experience the vehicle itself by taking a taxi journey to their chosen destination. During the journey, people were asked to fill in their details and book a test drive themselves.
The experiential activity was integrated across digital and social channels. Twitter was the main social media driver on the day, with further video content amplified post event.
So, what happened:
- Over two days of activity in London and 1 activity day in Amsterdam, Nissan LEAF on Twitter experienced a 300 times increase in activity
- 700 miles were covered.
- 250 + passengers experienced the Nissan LEAF
- Over 80 liters of fuel was saved
- 40+ people signed up for test drives and brochures and full lead capture was supplied to client.