STRATEGY
DISS TRACK | THE ALL-NEW KICKS x KENNY MASON
ALL-NEW 2025 NISSAN KICKS LAUNCH CAMPAIGN
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AGENCY: TBWA\CHIAT\DAY NY
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DATE: NOVEMBER 2024
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MUSIC VIDEO + SOCIAL MEDIA SNIPPETS​​
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FEATURED IN:
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2024 SHORTY AWARD WINNER IN AUTO
AUDIENCE HONOR IN AUTO & MUSIC VIDEO CATEGORIES
CHALLENGE
Nissan needs to connect with Gen Z & Young Millennials to meet ambitious sales targets for an already successful city vehicle.
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INSIGHT
Gen Z & Young Millennials rely on music to combat the bad vibes of driving in the city – because for most, their car is the best speaker they own.
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STRATEGY
Fuel culture to fuel the funnel by showing that music hits different in a Nissan Kicks with its class-exclusive sound system (headrest speakers).
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CAMPAIGN
We teamed up with emerging rapper, Kenny mason, to create a diss-track & music video that showcased the all-new Kicks with confidence, swagger, & a sprinkle of shade to show we are serious about conquering the competition.
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RESULTS
26.9M video views combined across TikTok & Instagram
325.2K engagements (8K shares & 4.6K comments)
76K visits to NissanUSA.com
Best in class lift across ad recall, model awareness & favorability
