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From the 9th Annual Shorty Awards

PewDiePie - My New Car II

Audience Honor in Auto

Entered in YouTube Partnership


Introduced to the public in September 2016 at the Paris Motor Show, the new Nissan MICRA challenged the whole B-segment car classification. The new Nissan MICRA is not just a new model, it is a brand new car: new aggressive and assertive design, new personalization features and new mobility technologies. Audacious, dynamic and sporty are the 3 key adjectives driving the Nissan MICRA new personality.

Available for sale in March 2017, our challenge was to:

- Establish its new assertive and powerful personality

- Relevantly position the new Nissan MICRA as an attractive and appealing car to a younger demographic.

Strategy and Execution

A bold collaboration with a distinctive and popular storyteller to present key features of the new MICRA.

A few months ago, we noticed that PewDiePie (the most popular Youtuber in the world with more than 50 million subscribers) randomly used an old Nissan MICRA in one of his vlogs. The "MY NEW CAR" video had successfully reached 26 million views.

So we seized this opportunity and proposed a partnership to PewDiePie to create a sequel of this first video.

The result is an audacious, full of humour and authentic story presenting the new Nissan Micra in an offbeat way.


Within 48h :

More than 7 million views, 300% more than what we expected

Nissan Micra webite's traffic increased by 27 times in UK

More than 470.000 likes on PewDiePie's video

More than 11.000 shares


Target reached : 86% men, in which 73,4% were 18 to 34 years old


Video for PewDiePie - My New Car II

Entrant Company / Organization Name

DigitasLBi Paris, Nissan Europe


Entry Credits