South Africa is one of the world's most culturally diverse countries. When launching the new Navara, we needed to highlight that Nissan is a tech company that makes cars and captures the attention of extremely diverse markets with an authentic voice.
How do you appeal to everyone and still make it personal? Using one of the most personal things of all… music. But with 35 languages and 11 official languages, South Africa has a lot of tastes, especially when it comes to music.
How do you choose the perfect music track for the new Nissan Navara? By choosing all of them.
We tossed the Navara through every challenging terrain we could find and filmed a series of high performance sequences. We then used different editing techniques designed to work with specific beats per minute.
By rounding off tempo variations, we managed to cover basically every music genre in existence - with just four edits.
We then partnered with the people who know music better than anyone… Spotify.
This enabled us to choose every single one of their 70 million+ songs.
When our audience arrived on our platform, they were greeted with a Nissan Navara film that had no soundtrack.
Using Spotify's streaming intelligence and marketing tools, users' data was scanned for their most loved songs. These songs were matched to the BPM of the perfect video edit - allowing everyone to experience the Navara personalised with their own, ultimate soundtrack in real time.
Use of data was integral to the idea, completing and enhancing the film's narrative. And enabled unique brand experiences for our very diverse market, while perfectly honouring our payoff, Made For Your Journey.
Disclaimer: This is an example of a personalised video and is not to be shared.
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