Nissan Versa Note Partners with VEVO
Posted 5 months, 2 weeks ago by TBWA Worldwide
TBWA campaign set to re-imagine summer's hottest music videos
Nissan USA announced the latest installment in the Nissan Versa Note “Your Door to More” campaign, a partnership with leading music video and entertainment platform, VEVO, to reimagine some of the summer’s hottest songs, complete with a new music video.
The over-arching Nissan Versa Note campaign focuses on people’s different passions, to demonstrate how the Nissan Versa Note is your door to doing more of what you love - be that art or scuba diving, as in the out-of-home; camping, kite boarding or watching outdoor movies as in the TV commercial; and in this latest iteration, music.
Nissan and VEVO are working with three major artists to reimagine some of the summer’s most popular songs accompanied by a new music video. The Nissan Tracks program kicks off today with the world premiere of Skylar Grey’s reimagined cover and video of Daft Punk’s “Get Lucky.” The second video, featuring rockers Mona covering Rihanna’s “Stay,” will follow later this fall. Both videos were directed by Declan Whitebloom. A third video is also planned.
Jonathan Carson, Chief Revenue Officer from VEVO said: “This is one of the most innovative and integrated brand partnerships we have created here at VEVO, and Nissan has been a fantastic partner. This is the first time we have ever worked directly with an artist to reimagine an existing song and music video and we’re excited to have such talent in front of and behind the camera.”
Partnering with world-class directors at Black Dog Films/RSA, collaborating with Skylar Grey, Nissan has created a music video for Skylar’s Grey latest track, a cover of Daft Punk’s hit summer single ‘Get Lucky.’ In her classically irreverent style, the video shows Skylar riding through the luckiest day of her life in a Versa Note, hitting a hole-in-one, winning a hatch full of awards and being proposed to by the hunk of her dreams.
Jon Brancheau, Vice President, Marketing from Nissan USA commented: “Music is a big passion for the Versa Note audience and VEVO was a natural fit for us to partner with. Our idea to integrate with VEVO was the desire to take some of the year’s most loved videos and reimagine them and giving our audience more of what they already love.”
VEVO was identified as a partner in the Nissan program based on their superior social following, wide scale and reach and passionate music audience of over 54 million unique visitors each month (comScore July 2013). The number one music platform on the web, according to comScore, with over 50% of its US views on mobile, tablet and connected TV, VEVO also has proven success with original lifestyle programming. Since 2009, the company has produced more than 2,000 episodes of originals that have delivered over 850 million views. Popular VEVO shows include Lyric Lines, The Comment Show, Stylized and Tour Exposed.
Skylar Grey’s “Get Lucky” video will break across VEVO’s web, mobile, tablet and connected TV platform at 12pm EST on September 24, 2013.
Nissan agencies, TBWA\Chiat\Day Los Angeles and OMD, collaborated with VEVO, the directors and artists to create the platform for Nissan.
Watch Skylar Gret’s “Get Lucky” video here: http://vevo.ly/XWYftK
Watch the Nissan Versa Note TVC “Door Trip” here: http://bit.ly/1fFEd5I
Production Company: Black Dog/RSA
Director: Declan Whitebloom
Global Creative President: Rob Schwartz
Creative Director, Americas: Tito Melega
Creative Director, Americas: Karl Dunn
Sr. Writer: Alex Goulart
Sr. Art Director: Joao Madeiros
Managing Director: Peter Bracegirdle
Account Director: Bonnie Schwartz
Account Director: Jimmy Jung
Management Supervisor: Laura Stayt
Management Supervisor: Val Tyll
Digital and Social Management Supervisor: Desiree Ho
Digital Account Executive: Peter Johnston
Account Executive: Natalie Huffman
Planner: Sean Quinn
Community Manager: Natalie Gomez
Managing Director: Kristi Lind
Group Director, Integrated Programs: Aaron Anderson
Strategy Supervisor: Lauren Crotzer
Digital Associate Director: Charisse Oraa
Digital Supervisor: Mikaela Sterling
Digital Strategist: Jamie Cohen