Client: Nissan Australia – 370Z Launch ‘Take the Wheel’
Creative: Marco Eychenne, Mark Cimarosti, Claire Gillis
Brief: 2009 marked the 40th anniversary of the legendary Z range. And the new 370Z was the pinnacle of this rich heritage. Our aim was to create a new legend, in what has been a very tough climate for car companies. In Australia car sales have dropped by 22%. Making it an especially tough time to sell sports cars.

To get people behind the wheel, we met them halfway. WE SENT THEM THE WHEEL. It drove them to a unique website, where they could take the 370Z for a virtual spin. The Take the Wheel idea intrinsically integrated the DM and digital channels to create a bigger, more involving consumer experience.

The campaign took our target market a big step closer to ‘Taking the Wheel for Real’. Consumers and the press loved it and it created a lot of positive noise. Demand is currently running at around 29 orders a week. That’s the equivalent of 2 month’s worth of sales for its predecessor the popular 350Z.

http://www.370z.com.au/