Karine Vanasse: Adventure Awaits
For the past several years, Karine Vanasse has been Nissan Canada’s spokesperson for the Quebec market. To take the collaboration a step further, our team decided to create content that would highlight this special relationship. Our idea was to produce a five-episode web series to enhance the partnership between Karine and Nissan across the province, creating long-term engagement with the Quebec public and showcasing the Japanese manufacturer’s flagship models.
Strong emotions that reflect who we are
Our challenge was to find a way to create long-form content that would resonate with Quebec audiences while respecting Nissan’s global positioning.
To align with the brand’s thrilling nature, we invited Karine to set off on a series of adventures in a selection of Nissan vehicles: the Sentra, the KICKS, the Rogue, the Pathfinder, and the ARIYA.
Thanks to a carefully crafted media plan, we targeted consumers when they reacted to an episode, inviting them to discover the next.
Strong emotions that reflect who we are
Our challenge was to find a way to create long-form content that would resonate with Quebec audiences while respecting Nissan’s global positioning.
To align with the brand’s thrilling nature, we invited Karine to set off on a series of adventures in a selection of Nissan vehicles: the Sentra, the KICKS, the Rogue, the Pathfinder, and the ARIYA.
Thanks to a carefully crafted media plan, we targeted consumers when they reacted to an episode, inviting them to discover the next.
Next stop: adventure
Like a rally race punctuated by surprises and clues, the five episodes of the Direction l’aventure web series led Karine to some extraordinary adventures, including the opportunity to learn the basics of car racing and precision driving, braving heights on a bungee trapeze and via ferrata, and even experiencing a day in the life of a firefighter. The long-format videos allowed us to tell exciting stories full of twists and turns, which appealed to Quebec audiences.
Each episode ended with an intriguing cliffhanger, encouraging the audience to watch for the next episode.
Next stop: adventure
Like a rally race punctuated by surprises and clues, the five episodes of the Direction l’aventure web series led Karine to some extraordinary adventures, including the opportunity to learn the basics of car racing and precision driving, braving heights on a bungee trapeze and via ferrata, and even experiencing a day in the life of a firefighter. The long-format videos allowed us to tell exciting stories full of twists and turns, which appealed to Quebec audiences.
Each episode ended with an intriguing cliffhanger, encouraging the audience to watch for the next episode.
Nearly 19 million impressions
Posted on YouTube and social media, the web series was a hit with the public, reaching nearly 19 million views.
What’s more, each episode generated hundreds of new subscriptions to Nissan’s YouTube channel, and 118,000 clicks leading to nissan.ca.
The episode completion rate was close to 20%, a real success for long-form content.
Nearly 19 million impressions
Posted on YouTube and social media, the web series was a hit with the public, reaching nearly 19 million views.
What’s more, each episode generated hundreds of new subscriptions to Nissan’s YouTube channel, and 118,000 clicks leading to nissan.ca.
The episode completion rate was close to 20%, a real success for long-form content.
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“Direction l’aventure” was truly an exciting adventure. It allowed us to step outside the box of typical advertising and play with the brand in a new way. Our efforts paid off. The episode completion rate exceeded our expectations, and lots of people have told us how much they love the series,” said Anne-Marie Lemay, Creative Lead on the Nissan account.
“Using this new long-form content format has enabled us to spend more time with our audience, create an authentic connection with Quebecers, and showcase our Nissan models and features in a natural way,” added our client, Franck Litim, Brand and Marketing Communications Manager at Nissan Canada.
“Direction l’aventure” was truly an exciting adventure. It allowed us to step outside the box of typical advertising and play with the brand in a new way. Our efforts paid off. The episode completion rate exceeded our expectations, and lots of people have told us how much they love the series,” said Anne-Marie Lemay, Creative Lead on the Nissan account.
“Using this new long-form content format has enabled us to spend more time with our audience, create an authentic connection with Quebecers, and showcase our Nissan models and features in a natural way,” added our client, Franck Litim, Brand and Marketing Communications Manager at Nissan Canada.
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