Nissan
UEFA CHAMPIONS’ LEAGUE TROPHY TOUR
Le projet
NISSAN UEFA CHAMPIONS’ LEAGUE TROPHY TOUR
ACTIVATION EURO 2020
When Nissan became the driver for the new UEFA Champions League Trophy Tour, it was a chance for the carmaker to show Europe’s football fans that they are true “engineers of excitement”
Our challenge was to connect with fans who were already finding plenty of excitement on the football field, to bring them closer to the trophy – and at the same time to give them a taste of Nissan’s cutting-edge innovation.
We needed an attention-worthy event for a 9,600 km road trip covering seven cities in seven weeks. So we created The Nissan Football Lab: a unique, travelling, immersive exhibition that combined the best of football with Nissan’s Intelligent Mobility technology.
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A 140 sq metre mobile structure served as the setting. At each stop, fans visited the experiential exhibition, admiring exclusive objects from the world of football, such as players’ jerseys or signed balls. They tried out VR experiences and met Champions League legends including Roberto Carlos, Florent Malouda and Maxwell.
We cut a Nissan Leaf in half and used it to show off the iconic trophy at symbolic sites in each city, creating an ideal photo op. Then we gave fans a serious thrill by making the trophy the literal high point of the exhibition… the 73 cm, 7.45 kg cup actually levitated in the air as if by magic.
The unusual sight was an irresistible chance for a selfie and the engine for a social media campaign that scored points with football lovers across Europe.
KPIS:
3 mo., 5 countries, 31 stops, 9,600 km
4 mo. worth of digital content
32,400 visitors
84% capacity crowds on avge.
92% positive evolution in the brand’s image for experience participants
100% satisfaction for showrooms hosting the tour
501 press articles read by 40M+ people
140M+ social media views
