Nissan North America - Consumer Products Campaign
Company: Nissan North America, Franklin, TN
Entry Submitted By: Stratacomm
Company Description: In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized annually by the U.S Environmental Protection Agency as an ENERGY STAR® Partner of the Year since 2010.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products
Nomination Title: Nissan North America & “Rogue One: A Star Wars Story”
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
Announced on Aug. 22, 2016, Nissan joined forces with Lucasfilm to create the 2017 Nissan Rogue: Rogue One Star Wars Limited Edition vehicle as part of an extensive promotional campaign, along with four other major brands, in the U.S. and Canada supporting "Rogue One: AStar WarsStory." Following Nissan’s “big moments” marketing approach, the “Rogue One: A Star Wars Story” communications campaign was designed to support the automaker’s business goal of increasing Rogue sales by raising consumer and media awareness through amplification of Nissan’s alliance with Lucasfilm. Nissan's Communications team executed media activations, social amplification, dealer integration strategies and compelling employee communications, and leveraged consumer and media Star Wars enthusiasts.
Beginning with an advertising preview and collectible Death Trooper helmet reveal in New York City (Oct. 25-26), Nissan hosted more than 25 media at a private event to announce expanded details of the promotional campaign to launch the new Rogue and premiere of one 30-second national spot. Nissan conducted a series of broadcast media visits including FOX Business and MSNBC to showcase the helmet and provide a sneak peak of the advertising which launched Oct. 31. More than 300 media received Stormtrooper Halloween masks the day the advertising launched to raise awareness for the theatrical advertisement produced in alliance with Lucasfilm.
The vehicle made its global debut at a standing room only press conference at the 2016 Los Angeles Auto Show in November. Nissan hosted three top tier media on the red carpet for the premiere of “Rogue One: A Star Wars Story” in Los Angeles; all three produced written pieces for USA Today, MotorTrend and Made Man. Nissan additionally hosted opening weekend private screening events for more than 3,300 media, employees and dealers in 18 markets and 14 states, and appeared on major broadcast programs with the vehicle and Death Trooper helmet, including Good Morning America and Fox Business.
At Chicago Auto Show in February, the press preview featured a unique sleepover for two media on the show floor under the inflatable Death Star with fun social media opportunities. The third and final auto show activation at New York International Auto Show (NYIAS) featured a 360-virtual reality (VR) experience debut. Prior to NYIAS, Nissan hosted an exclusive event in San Francisco for nine technology-focused media to preview the Battle Test 360 VR launch and visit Lucasfilm Studios.
The collaboration continues to deliver remarkable success for Nissan and for its highly popular Rogue crossover vehicle with more than 263 media articles garnering more than 2.3 billion estimated impressions as of April 2017, increasing Nissan’s brand recognition significantly among consumers. Nissan’s website traffic increased 300 percent with the debut of the 2017 Nissan Rogue and the brand saw a nearly 200 percent increase of organic discussion of the Rogue on Twitter from August to December 2016. The Nissan Rogue hit record sales numbers in November and December of 2016, as well as in January 2017.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
Kristina Adamski is vice president, Corporate Communications – Nissan North America. She is responsible for leading Nissan's Communications function across North America and ensuring global communications alignment in the region as well as providing strategic counsel and support to the company's senior leadership. Adamski manages all efforts for product, dealer and marketing communications, employee communications, multicultural communications, crisis communications, manufacturing, corporate social responsibility, corporate, and labor and policy communications.
Adamski joined Nissan in December 2015 as director, Group Communications, from Ford Motor Company where she led Global Manufacturing, Labor and Purchasing Communications. Prior to joining Ford, Adamski worked for Weber Shandwick Worldwide where she led projects for the agency's automotive clients in the U.S. and China.
Adamski graduated cum laude from Wayne State University