Hunt for the Nissan Patrol.
Nissan gave away the Nissan Patrol in a 7.7 squared kilometre hunt in a campaign via TBWA, Revolver and Glue Society.
“Leveraging Patrol’s long history in Australia, we sought to intrigue Australia’s 4x4 communities and adventurers at heart,” said Nissan director brand and customer experience, Bilgen Tug.
“To do so, we celebrated how a Nissan Patrol can give anyone the opportunity to explore all that the Australian landscape has to offer and captured those moments in an authentic way.”
The experience began online, with clues from GeoGuessr Oscar Pearce.
The campaign integrated across platforms and media partner CarExpert.com.au dropped the first clue.
More than 1,000 Australians featured in video entries. Five teams were flown into South Australia’s Bendleby Ranges, a fifth generation working sheep station with more than 200 kilometres of 4WD tracks.
“The idea of hiding a Nissan Patrol in the middle of the Australian outback and allowing people to test their detective and driving skills to find it was something we couldn’t resist being part of,” said Glue Society director Jonathan Kneebone.
“It sounds simple, but as productions go, it was beyond what we’d ever attempted. Wild weather events, extraordinary remoteness and lack of infrastructure aside, the reward was in making the seemingly impossible happen.
“It bought out the real adventurer in all of us, just like the Patrol itself.”
Channel 7’s Sunrise aired crossovers from the competition’s secret location.
The winners were a mother and son team, Beth and Travers.
“Finders-keepers with a brand-new Nissan Patrol,” said TBWA\Melbourne chief creative officer Paul Reardon.
“Watching the lengths people went to, in order to enter this competition was amazing. It’s a level of engagement with a brand that’s often so hard to achieve.
“And at the heart of the competition, amongst all the excitement, we also had a brilliant product demonstration, contestants drove Nissan Patrols to find one, in harsh Australian 4WDing conditions.”
TBWA\Melbourne creative director Stephanie Gwee said hiding a Patrol in the outback wasn’t just a stunt and it wasn't just advertising.
“It was a way to show that this vehicle belongs to the land and the people who take it on,” Gwee said.
“This campaign was about celebrating that spirit and inviting even more Australians into the story.”
Credits
Client: Nissan Australia
Director Brand and Customer Experience: Bilgen Tug
Senior Manager Brand, Marketing Communications & Sponsorship: Alison Clancey
Marketing Communications Manager: Sara Grobelna
TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Creative Director: Stephanie Gwee
Head Producer: Joel Morgan
Producer: Maria Borowski
Head of Planning: Virginia Pracht
Creative: Scott Canning
Creative: Bruce Baldwin
Creative: Amy Peden
Creative: Ryan Doray
BTS/Social Editor: Tom Edney
NissanUnited
Client Partner: Cameron Green
Business Director: Jeremiah Espanto
Social Media Manager: Michaela Stevenson
Group Account Director (Media): Rebecca Lloyd
Account Director (Media): Yvette Crimmins
Production Company: Revolver
Director: Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Senior Producer: Serena Paull
DOP: Jordan Maddocks
Post Production: Glue Society Studios
Editor: Luke Crethar
Colourist + Online: Scott Stirling
Sound Production: Rumble Studios
Music Composition: Rumble Studios
Media Partners
CarExpert
Seven West Media
