STRATEGY
2024 NISSAN HEISMAN HOUSE
NISSAN'S 14th ANNUAL HEISMAN HOUSE CAMPAIGN
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AGENCY: TBWA\CHIAT\DAY NY
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DATE: AUGUST 2024
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:30 COMMERCIALS
NISSAN x EA CFB 25 VIRTUAL HEISMAN TOURNAMENT
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FEATURED IN:
CHALLENGE
Make Nissan’s most iconic brand campaign, the Heisman House, drive vehicle retail sales.
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INSIGHT
In a year of big changes (conference realignment, playoff expansion, transfer portal), tradition is still the backbone of college football.
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STRATEGY
Show that old & new traditions live in the Nissan Heisman House to create stronger product prominence while maintaining the magic of what makes the campaign so beloved by fans.
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CAMPAIGN
Celebratating a year of comebacks – Reggie Bush got his Heisman Trophy back, EA College Football, an old tradition, returns, & so does a fan favorite tradition of Nissan's Heisman House alongside a refreshed vehicle lineup.
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RESULTS
+11% ROI vs 2023 campaign
+10 Points in Brand Consideration
+54% Higher Creative Effectiveness than Industry Norm
+12 Points in Sponsorship Equity
+68% higher immediate search engagement vs 2023 campaign
