AutoTrader and Nissan LEAF Electric Car Partnership

Background:

Nissan’s mission is to be seen as a leader in innovation and changing the way people drive cars. With saving the environment and being green as becoming increasingly mainstream behaviour, Nissan sought to convince consumers to get out of their diesel and petrol cars and switch to electric.

The other aspect of this project was the economic nature of driving a LEAF and the cost of ownership, making this a highly credible choice for cash-conscious consumers.

The final part of the brief was about also convincing consumers who were reticent about switching of the other issues such as range anxiety.

The Big Idea:

We created a programme of content designed to change consumer perception of electric cars, educate them on the benefits and raise awareness of the LEAF and it’s USPs.

We created an editorial led series of videos fronted by our Senior Cars Editor Andy Pringle that told an ever-expanding story that folded out and built over a series of months to talk about all aspects of the Nissan LEAF project – the video was also shared on our social channels in short form edits.

The content was used as top-of-funnel engagement to drive sales – we built an API that drew in live dealer stock of Nissan LEAF vehicles from an approved list of dealers to drive sales of vehicles.

Results:

209,000 unique users were engaged by the content with over 30,000 fully completed video views for all of the content we created. Our Sales attribution model calculated that over 92 vehicle sales were attributed to the activity.