Nissan LEAF: A World Without Petrol
Business Challenge
Nissan needed to launch the world's first 100% electric car in Australia. The problem: most Australians thought electric cars were science fiction, not something they could buy today.
Strategic Unlock
Rather than explain the technology, make people feel the world it creates. If petrol could soon be a thing of the past, the more interesting question wasn't what the LEAF could do, but what the world might look like without petrol at all.
Organising Idea
In a world without petrol, what do we do with the pumps? We took 40 decommissioned petrol pumps and turned them into fish tanks, gumball machines, disco balls and Pac-Man games, inviting the public to interact with them across exhibitions in Melbourne and Sydney. Each used NFC technology linking through to LEAF features online.
Key Results
One Show Green Pencil 2013. National news media coverage plus hundreds of targeted blog posts. Major public exhibitions across Melbourne and Sydney. Supported by online film, dedicated website, print, Facebook, Flickr and YouTube.
