Nissan at the Top of Rio 2016 Paralympic Games Podium
As with its Olympic campaign, official partner Nissan has declared its Paralympic Games activations a major success. From bungee jumping and adapted surfing to exclusive parties and concerts at the Nissan Kicks Hotel, Nissan’s presence was felt far and wide outside the competition venues.
On the track, courts and in the pools Nissan also showed its daring attitude. Athletes from Team Nissan Brazil and Great Britain won fourteen medals in this edition of the Paralympic Games. The company was the largest sponsor of Brazilian athletes at the Rio 2016 Paralympic Games. For Nissan, the Paralympics started even before the Opening Ceremony, with the sponsorship of the unprecedented Paralympic Torch Relay.
In the digital space, Nissan also put forth a winning effort. The company saw record engagement during the Paralympics with its social media activities garnering a total reach of 26 million people.
“Promoting diversity is one of Nissan’s core values. We believe the Paralympic Games help to raise the awareness of diversity and inclusion to promote a stronger society. As a result, we committed to sponsor both the Rio Olympic and Paralympic Games at the very beginning of our discussions with the organizing committee, because not doing so was out of the question”, said François Dossa, president, Nissan Brazil.
Paralympic Torch Relay – For the first time, the Paralympic Torch traveled throughout the hosting country, and Nissan helped to lead it. The company appointed 85 torchbearers in six cities from across Brazil during seven days. Nissan also created exclusive entertainment for the Paralympic Relay, featuring music conductor João Carlos Martins, the Camerata Bachiana of São Paulo and the musical group Patubatê, which uses pieces of Nissan Kicks to build its instruments.
Social Media –Nissan activations in the digital world were also a big hit. Nissan’s transmission of the Rio 2016 Paralympic Games Opening Ceremony was in the trending topics of Twitter. Throughout the competition, Nissan’s posts on social platforms had a total reach of 26 million people.
AdaptSurf – Tailored especially for the Paralympic Games, the project gained significant awareness when Nissan took the initiative to Copacabana Beach – one of the most famous beaches in the world - in front of Nissan Kicks Hotel. Using a chair with special wheels, which facilitates movement on the sand and in the water, the activity provided one-of-a-kind moments for locals and tourists with a disability (physical, hearing, visual, mental and multiple). The surfing activation was conducted for the entire period of the Games, and attracted hundreds of participants.
Bungee Jump on Olympic Boulevard – During the Olympic Games, the bungee jump was wildly successful with 1,100 jumps - an average of 70 per day. The demand remained high throughout the Paralympics, keeping the Nissan Bungee Jump one of the top attractions outside of the competition venues. Athletes like canoeist Caio Ribeiro, from Team Nissan Brazil, took part in the daring feat.
Nissan Kicks House – Located in one of the busiest areas of the Olympic Park, the Nissan Kicks House maintained a steady flow of eager visitors, with an average of about 1,550 visitors engaging with the company’s main brand showcase daily. Visitors learned about the latest Nissan technologies in the "Intelligent mobility" area, took pictures with the Paralympic Torch and had fun playing the games circuit, where the recently launched Nissan Kicks was the main star. All car models sold by the company in Brazil were available, and special models such as the revolutionary LEAF (100% electric car - best-selling in the world), the electric sports prototype BladeGlider and the sporty GT-R, the car of the nine time Olympian Champion Usain Bolt, Nissan’s Global Director of Excitement.
Nissan Kicks Hotel – A hotspot from the first weekend of the Olympics to the last weekend of the Paralympics, Nissan hosted invite-only parties on its rooftop stage, presenting exclusive concerts by famous Brazilian artists. Always at full capacity, the rooftop held around 250 people per night dancing while taking in the breathtaking views of spectacular Copacabana Beach.
Team Nissan – Seventeen athletes and fourteen medals. Highlights were Terezinha Guilhermina and Richard Whitehead in athletics, David Stone in Cycling and Amy Marren in swimming, with 2 medals each.