Nissan EV — business idea strategy
THE BRIEF
In 2015 Nissan introduced to the European market the 100% electric e-NV200 commercial van with zero emissions, low running cost and class-leading cargo space. An innovative vehicle for innovative business needs an innovative communication idea.
THE IDEA
The truth: in building their business, many entrepreneurs have neither the financial resources nor the expertise to market themselves properly. That’s why with my former creative partner we came up with the e4Business program, which is designed to help forward-thinking companies by spearheading selected new business enterprises, all supported by the Nissan e-NV200 van.
How it works: Europe’s small and medium-sized businesses and new start-ups are invited to pitch their business or business idea to the brand. Through the program, Nissan is offering businesses the chance to have free national co-advertising, a web page created on their behalf and have the brand help to promote their businesses locally. It will help accelerate the success of SMEs by offering them access to Nissan’s e-NV200 own media space and comms expertise to promote their business, in a two-advertising model in which the car advertises the small business and the small business sells the car. The program will give SMEs greater visibility, by ensuring that firms get the promotion they need to get their business off the ground.
THE EXECUTIONS
We divided the project into two different phases. The LAUNCH phase of the new Nissan e-NV200 van that would recruit innovative business owners, and the PROMOTE phase in which the awarded businesses get celebrated by co-advertising. I have designed a new logo for the e4business program that will go with every communication from now on. Furthermore, I have created six visuals with an award-winning CGI artist to visualize the idea of a specific business and the electric van. These visuals will be used for the promoting phase depending on which business has been awarded to be empowered by the e4business program, choosing between: shuttle services, airport services, electricians & plumbers, supermarkets, flower shops, and delivery services. For the LAUNCH phase, I’ve created a new background in line with the CI of the Nissan EV range that would express energy and excitement. The Spanish illustrator Drasik created different shapes that would incorporate the van on the different communication assets.