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Nissan
Cold-weather testing chamber where a Nissan is covered in snow. Three researchers, known as Thrillologists, observe the vehicle's performance while a high-tech monitor displays cold-weather data

Nissan

Meet the Institute of Thrillology

Overview

We created the Institute of Thrillology – a physical manifestation of Nissan’s brand promise. This encompassed a team of researchers we called Thrillologists and the stars of the show, the Nissan vehicles.

Relevance

  • Dealerships added a valuable boost of science
  • Car Shows and Events got more thrilling.
  • Website thrilled visitors.
  • Digital + social + CRM kept thrilling the leads.

Key Challenge

We needed to disrupt our audiences’ decision-making process – we need them to expand their consideration set to include emotional criteria too.

Strategic platform

Convention:

I don’t really have an opinion about Nissan.

Disruption:

Showcase culturally relevant and inspiring real-human outcomes enabled by Nissan technology.

Vision: 

Disrupt our audience’s decision-making process and expand their consideration set to include emotional criteria.

Creative strategy

The experience strategy drove participation by creating an emotional connection with the brand and providing a seamless experience across all touchpoints.

The Results

74%
growth in the sales funnel by widening the “choke point” between Awareness to Consideration.
42%
above benchmark for “Ad made me think differently about the brand”.
158%
rise in per unit sales gross profit.

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