Today, TBWA\London and Manning Gottlieb OMD launch the first ever 360˚ advertising wrap of a London underground station to promote the Nissan Juke and its innovative ‘NissanConnect’ technology.
The 360˚ wrap – including walls, floor and ceiling - will launch in Oxford Circus station for the first time on Monday 22 April to highlight the NissanConnect technology that allows users to plot a journey on any device and send it to a Nissan Juke remotely.
Featuring the strap-line 'Turn every drive into a ride with Google(TM) Send-to-Car technology’ the creativegives tube passengers the impression that they’re standing on the roof of a building in the middle of a cityscape at night, as the Nissan Juke glides above them.
This full wrap demonstrates big brand behaviour and offers unrivalled impact to the 2.7m people who will visit the station over the fortnight thatthe 360° wrap is displayed (22 April – 5th May). The outdoor activity sits as part of a multi channel launch including a premium TV campaign, interactive video on demand and a bespoke interactive mobile format.
Guillaume Masurel, Marketing Director at NMGB commented: “This campaign will create a moment of exhilaration for commuters by physically placing them at the heart of an all-encompassing, dramatic set-up. It pays homage to a commitment at Nissan that we reflect products, such as NissanConnect, through innovative and engaging marketing. The campaign’s bold attitude also perfectly reflects the Juke’s exciting personality.’
Chris Spenceley, Brand Leader on the Nissan Team at TBWA said: "Nissan’s brand idea is Innovation that Excites, whether that’s in product design or media approach, and they’re always on the lookout for new and exciting ways to engage consumers. It’s no surprise that they’re behind the first 360˚ station wrap in the UK.”
Matt Thomas, Business Director at Manning Gottlieb OMD said: “Nissan are delivering the unexpected, challenging the traditional imagery of the car market with this bold, vivid and prominent 360˚ wrap, and we are proud to be part of this UK Media first.”