Nissan launched its first-ever global brand campaign on Friday with Usain Bolt, the world’s fastest man, headlining a new series of multimedia creatives. The “WHAT_IF” campaign, set for a multi-year run, will be unveiled at major international airports as well as online.
Triple Olympic gold medalist and multi world record holder Usain Bolt can run 100 metres in 9.58 seconds. He also discovered that when driving the Nissan GT-R he can accelerate from 0 to 100 km/h in 2.8 seconds. So the Olympic gold medalist and world’s fastest man bought the GT-R. Now when he’s not running, he still has the capability to go fast. Really fast.
An association between Usain Bolt and Nissan came quite naturally, since he has been an owner of a Nissan GT-R since 2009.
“I was looking on the Internet and I came across the Nissan GT-R, and they (automotive media) were saying it was the best streetcar ever made,” said Bolt.
“Nissan GT-R is a wonderful car and perfect for me. I love everything in it. I enjoy driving it, and I feel completely safe, and that is the key thing for me.”
The first ad featuring Bolt and the Nissan GT-R will appear in major airports around the globe on June 1. The campaign, which will eventually reach all major international airports.
The experience will be extended online with deeper storytelling and shareable contents. A dedicated global facebook fanpage uncovers a strong association between Nissan GT-R and Usain Bolt, and other stories. These contents will be communicated beyond the global facebook page using an innovative dynamic content distribution technology.
The campaign is set to run multiple years, delivering Nissan’s unlimited and surprising innovation stories. Messaging will be constantly refreshed to surprise and continue to deepen the understanding of Nissan’s human-centric approach to innovation. Another Nissan innovation, the Nissan LEAF’s remote-charging capability using a smartphone application, will also be featured in the brand campaign advertisement that starts today.