In May of this year, Nissan released a commercial for the all-new 2018 Leaf. The ad, called “Goodbye, Range Anxiety,” followed a man named Robert on a road trip as he used the new car’s features to ease his anxiety about running out of battery power.
The ad was an instant hit, racking up millions of views on YouTube and becoming one of the most talked-about car commercials of the year. But it wasn’t just viewers who were impressed – Nissan’s creative agency, TBWAChiatDay, won a prestigious award for the spot at Cannes Lions, and industry experts have been lauding it as a case study in effective content marketing.
So how did Nissan manage to create such a successful campaign? Let’s take a look at some of the key elements that made it work:
1. It tapped into a relatable emotion
Range anxiety – the fear of running out of battery power – is a real concern for many EV owners. In fact, a recent study found that it’s one of the main barriers to wider adoption of electric cars.
By acknowledging this emotion and addressing it head-on, Nissan was able to create an instant connection with viewers. And by using Robert’s story to show how the new Leaf can help ease range anxiety, they were able to turn a potential negative into a positive selling point for their product.
2. It was highly watchable and shareable
The commercial itself was extremely well-produced, with stunning visuals and an engaging story that held viewers’ attention from start to finish. It was also highly shareable, with a catchy title and thumbnail that made it easy for people to share on social media.
3. It utilized multiple types of content
Nissan didn’t just stop at producing a great commercial – they also created accompanying content that helped further promote their campaign. This included an interactive website where users could explore Robert’s road trip route, as well as behind-the-scenes videos and articles that gave viewers more insight into the making of the ad.
4. It was part of a larger marketing push
The “Goodbye, Range Anxiety” campaign was just one part of Nissan’s larger marketing push for the 2018 Leaf. The company also launched an extensive social media campaign and invested heavily in online advertising leading up to the car’s release. This comprehensive approach ensured that potential customers heard about the new Leaf from multiple touchpoints and saw it as a viable option in their search for a new car.
