Campaign Spotlight: Nissan Turns Internet Memes on Personal Space Into Insightful Car Technology Ads with TBWA\ Helsinki

0
132

FINLAND – Personal space is no laughing matter in Finland. When Finns wait for their buses, the crowd typically disperses as much as humanly possible.

One would have to see it to believe it. And many have, as evidenced by the number of pictures circulating online. Shot by amused passers-by, they feature a typical morning or evening commute scene, with Finns standing at regular intervals avoiding all interaction.

These Internet memes have now inspired advertising. Nissan’s Nordic Europe division uses the bus stop scenes to highlight their Automatic Distance Control that regulates safety distance on the road.

“The people standing at the bus stop are a perfect match to represent Nissan’s safety feature. Both control distance automatically,” says Creative Director Erno Reinikainen at TBWA\Helsinki, Nissan’s advertising agency in Finland. “This everyday situation is something all Finns can relate to,” he continues.

Local Touch as an Advantage

Over the decades, car manufacturers have consolidated to a couple of large alliances. Nissan has joined forces with Renault and Mitsubishi.

In terms of advertising content, worldwide companies such as Nissan need to balance between a uniform, global brand and the needs of different markets. However, the bus-stop frolic demonstrates that tapping into local culture can work wonders.

“I’m glad that we could do a local campaign that has struck a chord with our audience,” says Veera Salo, Marketing Manager at Nissan Nordic Europe.

Emboldened by the campaign, Nissan Nordic Europe plans to keep on exploring the possibilities of more local advertising.

“Year in and year out, Nissan is one of Finland’s best-selling car brands. We want to nurture and improve this relationship through campaigns that are based on local insights,” Reinikainen concludes.

 

CREDITS:

CLIENT

ALISTAIR STANGER, MARKETING AND DIGITAL COMMUNICATIONS MANAGER / NISSAN NORDIC EUROPE

VEERA SALO, MARKETING MANAGER / NISSAN NORDIC EUROPE

ACCOUNT

ANTTI NYKÄNEN, SENIOR ACCOUNT MANAGER / TBWA\HELSINKI

SANNA BERNDTSON, ACCOUNT DIRECTOR / TBWA\HELSINKI

PROJECT MANAGEMENT

ANTTI NYKÄNEN, SENIOR ACCOUNT MANAGER / TBWA\HELSINKI

MARIA KUUTSA, SOCIAL CONTENT STRATEGIST / TBWA\HELSINKI

CREATIVE DIRECTOR

ERNO REINIKAINEN, CREATIVE DIRECTOR / TBWA\HELSINKI

JYRKI POUTANEN, CHIEF CREATIVE OFFICER / TBWA\HELSINKI

MIKKO PIETILÄ, EXECUTIVE CREATIVE DIRECTOR / TBWA\HELSINKI

GRAPHIC DESIGNER

JUKKA AALTONEN, JUNIOR ART DIRECTOR / TBWA\HELSINKI

MARINA NOSKO, JUNIOR PRODUCTION ART DIRECTOR / TBWA\HELSINKI

COPYWRITER

TUOMAS PERÄLÄ, SENIOR COPYWRITER / TBWA\HELSINKI

PEKKO PISTOKOSKI, COPYWRITER / TBWA\HELSINKI

PR

JESSE KORHONEN, PLANNER / TBWA\HELSINKI

MELISSA KUITUNEN, CONTENT PRODUCER / TBWA\HELSINKI

MEDIA

PETRA RAUHALA, ACCOUNT MANAGER / OMD FINLAND

KARO KARHUNEN, SENIOR SPECIALIST / OMD FINLAND

TOMMI TAPPOLA, SOCIAL MEDIA SPECIALIST / OMD FINLAND

PRODUCTION

HANNA HEIKKILÄ, PRODUCER / TBWA\SCREEN

FANNY HAGA, PHOTOGRAPHER /  TBWA\SCREEN

VILLE HACKZELL, PHOTOGRAPHER’S ASSISTANT /  TBWA\SCREEN

Subscribe to access more of adobo Magazine Online

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.