NISSAN
FORMULA E

As a major player in Formula E, Nissan activated three key stages: Misano, Berlin, and London. Formula E, still relatively unknown to the general public, presents a unique opportunity to promote this motorsport to a wider audience, especially in city centers, and to instantly associate it with the Nissan brand, a pioneer in this innovative discipline. The underlying goal of reaching enthusiasts and fans by offering them rich brand storytelling was fully achieved in the Fan Villages. Both setups highlighted Nissan’s innovative and pioneering universe, as well as its leadership position in Formula E.

To promote Nissan and Formula E to an international audience, whether qualified or completely new, Season 10 introduced the manga “Feel Electric Quest.” Published on social media, it offers storytelling that blends fiction and reality while explaining the technical aspects of the race. All activations were customized with this Japanese-inspired design, highlighting the cultural aspect of the brand.

At the Nissan Electric-Lab, participants can enjoy various activities:

• Career/Character Quiz: Participants discover which Formula E profession or manga character they resemble the most, providing insights into different aspects of the sport and highlighting the season’s storytelling.
• Brainwave Race: Participants experience the importance of mental strength in this sport through an exercise used by drivers to improve their concentration.
• Gen3 Simulators: These simulators allow participants to step into the shoes of a driver, offering an immersive experience.
• Hero Mirror : An AI-powered photo booth transforms participants into characters from our manga, immersing them in settings like the paddock or the garage. This activation combines innovation and personalization.

To break away from the traditional vehicle exhibition codes and embody Nissan’s “Defy Ordinary” brand signature, we created a Car Scan around the Gen3. An interactive screen transforms the car into a manga version, immersing visitors in our universe. The Car Scan provides fans with a wealth of information about the Gen3 in a fun and engaging way, highlighting the brand’s technological DNA.

Outside, the Commentator Booth offers an experience where participants can step into the shoes of a race commentator. By sharing their experience on social media, participants can enter to win a Gen3 Lego model! This quirky and Instagrammable experience extends the adventure onto social networks.

Finally, mangaka artists draw live sketches of the visitors, giving them a unique souvenir of this unforgettable experience and showcasing the brand’s creativity.

Key Figures for the Three Dates:
• Duration: 6 days in the Fan Village / 7 days in the city center
• Total Passersby: 210,929
• Total Participants: 32,895
Thanks to these events, Nissan achieved the following improvements in brand perception among participants:
• +13.59% in electric vehicle leadership
• +0.8 points in perception of Nissan as an exciting brand
• +0.72 points in perception of Nissan as an innovative brand
• +20.03% projected increase in electric vehicle leadership over the next five years