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Nissan is unveiling the all-new Nissan Pulsar with a unique online experience created by MRY UK, part of the DigitasLBi family. The initiative, called ‘Driving On Another Level’, will run across key international territories and is believed to be the first ever YouTube car launch.
‘Driving On Another Level’ aims to create excitement around the launch of the Pulsar, Nissan’s new entry into the highly competitive compact car market.
The Pulsar, a compact family hatchback, has a striking new design, technology features usually reserved for premium or luxury models. and offers considerably more rear legroom than its sector rivals. These features combine to a class-leading compact car which inspired the launch concept: ‘Driving On Another Level’.
MRY UK has worked with Nissan to create an interactive YouTube gadget which allows viewers to unveil the car themselves. The experience employs sound-reactive interaction in order to raise the curtains to reveal the car. A series of humorous skits features a cast of characters which illustrate the USPs of the car.
‘Driving On Another Level’ is supported by a social strategy which includes activity on Facebook, Twitter, Instragram and Vine, and paid media activity through OMD.
MRY UK worked with production company Unit9 and director Michael Sugarman to deliver the project.
Gav Gordon-Rogers, Creative Director at MRY UK said: "Nissan wanted to unveil the Pulsar in a completely new way, breaking all the usual auto industry conventions. Hopefully we've achieved that goal, with the help of our partners."
Lucía Chávez Paz, Social Media Manager, Nissan Europe, said: “The Nissan Pulsar breaks the norm with its driver- supporting technologies, striking design and spacious interior, so we’re delighted to be launching it in a bold and unconventional way. ‘Driving On Another Level’ sets the Pulsar apart from its competitors and is a great platform to bring to life the car’s class-leading features.”
Published on: 2:19PM on 21st May 2014