Japanese automaker Nissan is launching a campaign for INFINITI, its luxury vehicle division, which offers five lucky winners the opportunity to test drive a real Renault Sport Formula One Team car this October.

The work, created by agency TMW Unlimited broke on July 6 2017 and runs across five key European markets – Italy, France, Germany, Switzerland and UK – throughout the summer until September 26. TMW Unlimited will be responsible for all CRM, web and social amplification for the promotion.

Nissan points out that INFINITI has serious credentials in the realm of automotive technology, performance and engineering. As Technical Partner of the Renault Sport Formula One Team, INFINITI has co-developed an integral piece of performance technology in their F1 car – the hybrid ERS system.

As part of this relationship, the brand is offering a series of exclusive F1-related events to customers this year. This includes regional activity in the UK, with the chance to visit the Renault Sport Formula One Technical Centre on race days to watch the Grand Prix by video link-up, and visits to the factory in France where the Renault Sport Formula One Team engine is made.

This will culminate in the Ultimate Test Drive competition – an opportunity to drive a real Renault Sport Formula One Team car on track.

“In celebration of another year of INFINITI’s groundbreaking partnership with the Renault Sport Formula One Team, INFINITI is offering a once-in-a-lifetime prize – the chance to experience the thrill of driving a real Renault Sport Formula One Car at the iconic Circuit Paul Ricard in France,” said Phil Rhodes, Creative Director at TMW Unlimited.

The winner and a guest will receive flights to the South of France, local accommodation, exclusive F1 driving sessions, and both a drive and a passenger ride in two different Renault Sport Formula One Team cars.

TMW Unlimited will use fresh F1 content from the regional events to support the core promotion. A 50-second video showing cars racing at speed, using hybrid technology, highlights the superior performance of the vehicles as well as the human feat of engineering behind it. This will be shown on digital channels and is set to a fast-paced soundtrack.

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TRO and Fuse, both part of the Omnicom group of agencies, have been jointly appointed by Nissan to run the global car manufacturer’s experiential activation at the UEFA Champions League Final in Cardiff, June 2017.

The two agencies, who have worked together previously for the Berlin 2015 and Milan 2016 Finals, will work together to bring to life Nissan’s innovative partnership with UEFA Champions League at the UEFA Champions Festival in Cardiff, where over 200,000 fans are expected to visit.

Thomas Rodier, Events & Motor Shows Manager at Nissan Europe says: “Innovation that excites is part of everything that Nissan does, and nothing excites more fans around the world than UCL – so it’s imperative that our experiential activity reflects this. We were really impressed with the tender that Fuse and TRO proposed in partnership; both agencies showed real passion and commitment to delivering innovative brand experiences for UCL fans and visitors.”

Chris Booker, Business Development Director, TRO commented: “We are thrilled to have been awarded the UCL Final experiential project by Nissan for a third consecutive year. As an agency, we are well versed in delivering immersive and engaging experiences to maximise clients’ sponsorship campaigns. We’re particularly excited to utilise our TROi division to create a relevant and compelling brand story through a host of creative technology solutions.”

Fuse Managing Director EMEA Lou Johnson added: “We are excited to continue to work with Nissan on their UEFA Champions League Final experiential activation in Cardiff. Over the last two seasons, together with our partners at TRO, we have worked closely with Nissan to bring to life their exciting partnership with the UEFA Champions League, and look forward to another great Final this year.”

This activation is part of the global management of Nissan’s UEFA Champions League and UEFA Super Cup sponsorship by Fuse.

TRO, a specialist experience agency, has been working with Nissan since 2011 on campaigns including The Nissan Innovation Station at the O2 and Goodwood Festival of Speed.

Fuse is a marketing agency within the Omnicom Media Group which creates partnerships and experiences for brands. It specialises in strategy, activation and evaluation and offers seven core services: strategic consulting, partnership marketing, experiences, PR, content, data and insight.

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Nissan will give away special gold-wrapped all-electric Nissan LEAF cars to its athlete ambassadors who win gold at the Rio 2016 Olympic and Paralympic Games.

The giveaway was unveiled at the Lee Valley Velopark in Stratford by Britain’s most successful Olympian and Nissan ambassador, Sir Chris Hoy, who introduced the first gold Nissan LEAF.

“It’s always exciting and nostalgic to come back to the Velopark, after winning my fifth and sixth gold medals here,” said Sir Chris. “For all of the Nissan athletes going to Rio, the 2016 Games will be a moment in their careers that they will never forget, whether they win a medal or not. But let’s hope they can do it – compete at their best and come home with gold. It would be fantastic to hand over one of these special gold Nissan LEAFs on their return.”

Chris Marsh, Nissan Motor GB Marketing Director added: “Giving our gold medal-winning Nissan athletes a gold Nissan LEAF is our way of celebrating their incredible successes. Nissan is fully behind all of the GB athletes heading to Rio but will of course be keeping a close eye out for those we have individually supported over the course of the Games’ cycle on their road to Rio 2016.”

Nissan athletes who win Gold in Rio will receive their golden LEAF on their return from Brazil. Nissan stresses that there will only be one car per athlete, no matter how many Gold medals they win.

One of the gold wrapped Nissan LEAFs will be on display at Nissan’s Innovation Station at The O2 in London from 26th July throughout the whole Games period.

Nissan is the Official Automotive Partner to Team GB and ParalympicsGB. The Gold LEAF is one of a number of other Nissan Rio related activities in the build-up to the Games, including Nissan’s Ultimate Sports Day, the Nissan Olympic fleet announcement and the Usain Bolt vs Fire campaign.

Nissan ambassadors include Team GB members Katarina Johnson-Thompson (Heptathlon); Liam Phillips (BMX Racing); Max Whitlock (Gymnastics); Becky James (Track cycling); Kat Copeland MBE (Rowing); Lynsey Sharp (800m); George Nash (Rowing); Laura Weightman (1500m); Eilish McColgan (5000m); and Ciara Horne (Cycling).

ParalympicsGB Nissan ambassadors include Richard Whitehead MBE (Athletics); David Weir CBE (Wheelchair Racing); David Stone (Cycling); Amy Marren (Swimming); Matt Wylie (Swimming); and Melissa Reid (Para-Triathlon).

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