DO IT FOR US
Nissan, the corporate sponsor who poked fun at corporate sponsors.
During an incredibly noisy time, we bravely set out to subvert what consumers expected from an Olympics sponsor by having a little self-deprecating fun.
The Rio Games presented the perfect opportunity for Nissan to prompt a positive re-evaluation of their brand by connecting their partnership with Team GB and ParalympicsGB, to the British public’s passion for the Olympics.
We knew that our target audience loved to get closer to the athletes, so we needed to connect Nissan and the sponsorship to them in an unexpected and memorable way.
So using hidden cameras and two actors who posed as members of Nissan’s Global Sponsorship Team, we pranked Team GB and ParalympicsGB athletes, telling them that ‘Nissan stakeholders’ wanted to get better value from their sponsorship during the Games. We asked them, very seriously, to put a ‘bit more Nissan’ into their event.
Prior to the Games, we released two deliberately corporate teaser films with campaign ambassadors Sir Chris Hoy and Baroness Tanni Grey-Thompson. Tongues firmly in cheeks, our ambassadors wished athletes good luck and encouraged them to incorporate Nissan branded actions into their event in Rio.
The campaign officially launched the day of the Opening Ceremony on Twitter ‘First View’ with hashtag #DoItForUs and bespoke emoji. Then on the eve of the Opening Ceremony, the TV ad launched with a TV roadblock across ITV, Channel 4, Channel 5 and Sky.
Continuing the tone of voice, we created individual athlete films for real-time social content. These were tweeted to the athletes to remind them to get Nissan into their upcoming events. And after medal wins, to rebuke them for not doing so. Some of them loved the campaign so much they started tweeting about it, unprompted.
Luckily most of the athletes saw the funny side of it. So, we created an outtakes film with some never-before-seen, behind-the-scenes footage to thank the athletes for being such good sports.
By being a self-deprecating, self-aware brand, we connected authentically with consumers allowing us to cut through and drive real brand impact during a very noisy time.
- Positive Brand Opinion (of those aware of sponsorship) – increased 5% points post campaign (17% points above target)
- Purchase Consideration (of those aware of sponsorship) – increased 10% points post campaign (10% points above target)
- Spontaneous Partnership Awareness – increased by 7% points post campaign
- Prompted Partnership Awareness – increased by 17% points post campaign (7% points above target)
- Clio Sport Awards - Best Sponsorship: Gold
- Guardian MAA Awards - Best Idea: Gold
- Guardian MAA Awards - People’s Choice: Gold
- UK Sponsorship Awards - Best Branded Content for Sport: Gold
- Content Marketing Association - Best Automotive: Bronze