Bladeglider Midnight Drive

The Challenge

Using social and digital media, Nissan wanted to reach a younger, mainstream audience. Leveraging celebrity advocacy to broaden the appeal of the Nissan brand and electric vehicles (EV) through the face of an ambassador
Contribute to a shift of EV Leadership Perception and brand OaO (20.8% by FY18)

Nine out of ten Nissan LEAF drivers would recommend to a friend, with two-thirds of people more interested in buying an electric car after test driving them – discovering they were fun to drive
So how do you drive positive word-of-mouth? Well, research shows that 70% of people will respond to a suggestion from a celebrity, friend or family member directly leading them to a purchase decision

Announce new ambassador for Electric Vehicles and Sustainability, actor, Margot Robbie
Create a short 90 sec spot that shows how much fun can be had behind the wheel of Nissan electric vehicles – showing the driving excitement and zero-emission drivetrain
And so, was born The Nissan BladeGlider Midnight Drive – Margot was put through her paces racing the BladeGlider on the iconic F1 circuit in Monaco
The 100% electric BladeGlider sportscar is the epitome of innovation and represents Nissan’s commitment to a zero-emissions future
The prototype hits 100km/h in less than five seconds and challenges the conventional thinking of what an all-electric sports car could look like in the future. Demonstrating all the fun and excitement of pure EVs

The video social posts delivered more than 13.1M+ YouTube views, 1.1M+ Instagram views and 4.3M+ Facebook views
Over 870+ pieces of pan-European coverage and delivering 1,300+ globally. Titles included GQ, The Huffington Post, Le Parisien, WIRED, La Repubblica
Broadcast coverage achieved in four key titles, M6 Turbo, TFI Auto Moto, Sky News Italy and C8 Direct Auto
Improved the public’s perception of Nissan as leaders in electric vehicles (from 9.4% to 12% across three months)