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Nissan LEAF
What Car? True MPG sponsorship

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.

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

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.

Our idea was for Nissan LEAF to sponsor What Car? True MPG. 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?

Idea

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.

Our idea was for Nissan LEAF to sponsor What Car? True MPG. 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?

Nissan LEAF – Introducing ProPILOT

The innovative ProPILOT technology on the 100% electric New Nissan LEAF is part of a suite of innovative Nissan Intelligent Mobility features, designed to be a first step to autonomous driving.

Nissan LEAF – Introducing e-Pedal

The innovative e-Pedal on the 100% electric New Nissan LEAF has been designed to make driving easier, and more fun. It uses the frictional force of regenerative braking to let you accelerate, brake and come to a complete stop – all using just the throttle pedal. It’s perfect for flowing roads and stop-start traffic, allowing you to recharge your battery, while taking pressure off the driver.

The all-electric Nissan e-NV200 van

With increasing urban pollution and rising costs for road tax and congestion charges, there has never been a better time to consider an electric van. The all-electric Nissan e-NV200 has been designed to change the way we think about commercial vehicles – helping businesses lower running costs, reduce their impact on their environment, and raise their eco-credentials.

Results

Our Nissan LEAF/TrueMPG partnership has proved to be such a success that it was renewed for a third year at the start of 2020.

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

Our Nissan LEAF/TrueMPG partnership has proved to be such a success that it was renewed for a third year at the start of 2020.

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.

Output

24x What Car? print advertorials
24x whatcar.com promoted native stories
3x product-focused videos
1x What Car? True MPG website

Output

24x What Car? print advertorials
24x whatcar.com promoted native stories
3x product-focused videos
1x What Car? True MPG website

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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