Nissan conducts Electrify Your Life campaign
By Rob Bale
Automaker Nissan Canada is conducting a campaign called “Electrify Your Life” to promote its new Nissan Ariya electric vehicle. Developed by Juniper Park TBWA, the campaign consists of television commercials, online video, digital ads, out-of-home ads and social media content. The creative focuses on the features and technology of the vehicle. It features three Canadian online personalities who discuss the Ariya with AI-generated versions of themselves. The participants include Karl Conrad, Cheyenne Catchpole and Laurent Dagenais.
“This campaign is unlike anything Nissan Canada has done before,” said Alannah DavidClark, senior marketing manager at Nissan Canada. “We tapped into content creators with diverse interests that resonate with the Canadian audience and used AI technology to create custom avatars that offered a personalised discovery of the Nissan Ariya tailored to each creator's lifestyle. The content ecosystem produced a variety of unique assets and video formats to spread the Ariya message across channels. The team was pushed to think outside the box, creating thumb-stopping content and leveraging cutting-edge technology throughout our production. The result is a disruptive campaign with a look and feel entirely different from anything Nissan has previously done.”