Nissan begins Thrillology campaign
Automaker Nissan Canada has begun a new advertising campaign called “Thrillology.” Developed by Juniper Park TBWA, the campaign promotes the company’s line of vehicles by depicting a series of “humorous experiments” in a ficticious research facility called the “Institute of Thrillology.” The experiments measure the correlation between “throttle input” and “adrenaline output” when driving a Nissan Rogue, testing the “head-bobbing velocity” of the speakers in a Nissan Kicks, and testing the monitor system of a Nissan Sentra by parallel parking it between to houses of cards. The national campaign consists of television commercials and social media content, as well as an experiential component at Drive Festival 2022 in Ontario produced by Pumped.
“Most auto manufacturers provide similar features and functionality, making it difficult to stand out,” said Andrew Caie, creative director at Juniper Park TBWA. “The ‘Thrillology’ campaign allows us to promote Nissan’s vehicle innovations in an entirely new way, while also enabling us to communicate any vehicle, feature, or service coming from the brand. Thrillology is just getting started. As we push it throughout the customer journey, you’ll see it come to life at every touchpoint from broadcast to social media through to dealerships.”