Categories: Experiential marketing events | Product launches & Press events
Client Brief
Chillisauce was asked by Nissan to create the UK media launch of the Nissan LEAF, the first 100% electric purpose-built family car. Nissan wanted an opportunity to showcase the car and network with journalists while conveying the key brand messages.
Our thinking
Drawing on the fact that the LEAF is a 100% electric car, we designed an event that challenged journalists’ assumptions of petrol-dependency. We created the concept of ‘The LEAF Clinic’ to invite journalists to treat their ‘petrol addiction’ and learn more about the car.
Milton Keynes’ thecentre:mk shopping complex was chosen as the site of the event due to the city’s extensive electric vehicle recharging infrastructure and commitment to the Plugged-In Place Scheme.
The Finer details – the execution
Journalists were welcomed to the clinic by Nissan Nurses before entering the ‘treatment room’. The presentation by ‘Dr Neesan’ highlighted the benefits of owning an electric vehicle as well as the features of the car.
Sliding doors opened to reveal an F1-style LEAF garage, and each guest was able to drive the LEAF on an indoor route through thecentre:mk mall – all the while surrounded by the retail-happy public. Steering through the open corridors of the shopping centre provided a surreal and memorable experience for the journalists.
The car
Attendees took the LEAF from the shops to the streets on a pre-planned open road test route. The drive included a coffee stop at the New Leaf florist in Olney, where guests were given an air-purifying plant to take home.
Response
The event attracted interest from throughout – and beyond – the UK motoring press. Journalists from the tech and environmental press were also in attendance. The LEAF Clinic effectively demonstrated the benefits of owning an electric vehicle and has resulted in widespread positive media coverage.
Visitor view
“The whole event avoided profound cheese. The clinic concept really worked and that’s saying something because it’s difficult to have an original take on subject like this, as it’s such a different technology. The stand, presentations and event really hit the spot and, most importantly, as a creative concept it wasn’t in the least bit naff.”