Nissan wanted small businesspeople to know that they made the most durable, reliable cargo vans you could buy, but because they were a relatively new player in the cargo van category, their message wasn't getting across.
To change that, we created Tough Love – an online campaign that highlights Nissan's tough testing procedures while celebrating (with tongue planted firmly in cheek) the emotional connection that you can form with a van that's always there for you and your business. The campaign's centerpiece music video is a hard rock remake of Lionel Richie's classic "Endless Love" set at Nissan's brutal testing grounds in Arizona. Our message? The tougher we test our vans, the more you love them.
The music video generated 1.5 million YouTube views in just 2 days. More importantly, sales of the vans had increased 165% by the end of the year.
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