Nissan has once again defied expectations, propelling its latest marketing campaign, ‘Elevate Your Urban Drive’, to global acclaim. Named the best campaign of the week by industry experts at AdForum, the digital and experiential initiative has garnered international attention, placing the new Nissan Qashqai at the heart of an innovative and visually captivating launch.
The centrepiece of the campaign is a bold stunt that saw a life-sized Qashqai ‘parked’ on the side of East London’s historic Truman Brewery chimney, a towering 49-metre-high landmark. This eye-catching spectacle captivated locals and tourists alike, with the British-built crossover becoming an instant talking point. The campaign not only signaled the arrival of the latest Qashqai model but also underscored Nissan’s commitment to design and innovation.
A New Era for the Qashqai
Designed, engineered, and manufactured in the UK, the new Nissan Qashqai represents the next chapter in Nissan’s pioneering crossover journey. The ‘Elevate Your Urban Drive’ campaign, devised in collaboration with TBWA\London, cleverly embodies this spirit of innovation. Using a mix of computer-generated imagery (CGI) and real-world installations, the campaign brought the Qashqai to life in ways that push the boundaries of traditional automotive advertising.
At the heart of the digital effort are three CGI films that showcase the Qashqai flying across the UK, suspended by drones and gliding past parking bays on famous British landmarks. The highlight? The car’s dramatic installation atop the Truman Brewery’s chimney, further cementing Nissan’s ability to create awe-inspiring campaigns that go beyond the ordinary.
Fiona Mackay, Marketing Director at Nissan Motor (GB) Ltd., reflected on the project’s success, stating: “This campaign perfectly showcases the excitement, design, and technology of the Qashqai, so we’re absolutely delighted that it’s captured attention across the world. We love to defy ordinary at Nissan and have truly taken the Qashqai to new heights!”
Local Pride, Global Impact
The ‘Elevate Your Urban Drive’ campaign doesn’t just look ahead—it also celebrates the Qashqai’s rich heritage. Built in Sunderland, the vehicle’s connection to its British roots was emphasized during a spectacular activation on Newcastle’s Quayside. There, a massive poster adorned the side of the iconic Baltic gallery, coinciding with the Great North Run and serving as a tribute to the over 300 Nissan employees who participated in the half-marathon. The Qashqai, both figuratively and literally, was placed at the heart of the community.
In addition to these local activations, the campaign also featured an Instagram augmented reality (AR) filter, allowing users to interact with the Qashqai in a virtual space, while a social media influencer event showcased British design icons. This event, which kicked off at Nissan’s design headquarters in Paddington, London, where all Qashqai models have been conceived since 2006, further celebrated the brand’s strong design credentials.
A Campaign for the Future
Launched on 19 September 2024, ‘Elevate Your Urban Drive’ has not only introduced the new Nissan Qashqai but also set a new standard for how automotive marketing can engage a global audience. By blending bold stunts, digital innovation, and local pride, Nissan has created a campaign that resonates both at home and abroad, showcasing the Qashqai as a vehicle that continues to push boundaries in both design and technology.
For those eager to experience the new Nissan Qashqai for themselves, further details can be found at nissan.co.uk.
In the world of automotive marketing, Nissan’s Qashqai has undeniably elevated the drive—both on and off the road.
