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WHAT CAR?

TRUE MPG

NISSAN LEAF

Challenge

Although electric cars are firmly part of the future of motoring, there are many barriers and myths for consumers in this market.

Electric car messaging can’t just be green, and the complexity of the product means awareness alone isn’t enough. We also knew that fuel economy was a major factor for people when considering their next purchase.

IDEA

Our idea was for Nissan LEAF to sponsor What Car? True MPG. We pro-actively approached Nissan and MGOMD, and suggested they had to do something different and innovative for the Nissan LEAF to cut through the clutter – something to get them in front of new car buyers at an important moment of truth.

We know people don’t trust official fuel economy figures – but they do trust What Car?. We know people are wary of electric cars – but they do trust What Car?.

What better time to talk to people about the benefits of electric cars than when they’re researching (and worrying about) fuel economy, using the What Car? True MPG tool?

SUCCESS

Searches for Nissan LEAF on WhatCar.com increased by over 70% – much more than the market as a whole.

The Nissan LEAF was the most popular model review visited by users after getting a True MPG result. Nissan came top for spontaneous awareness for electric car advertising on whatcar.com, while 93% of those who recalled the campaign would consider an electric car.

SUCCESS

Searches for Nissan LEAF on WhatCar.com increased by over 70% – much more than the market as a whole.

The Nissan LEAF was the most popular model review visited by users after getting a True MPG result. Nissan came top for spontaneous awareness for electric car advertising on whatcar.com, while 93% of those who recalled the campaign would consider an electric car.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

12x What Car? print advertorials
12x WhatCar.com promoted stories
1x True MPG website

Advertorials

Outlining key features of the Nissan LEAF, and – crucially – how they benefit owners.

True MPG Website

Helping consumers to find the real-world economy and emissions for their car.

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LET'S TALK

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

Where to find us?
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Twickenham
TW1 3SP

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