Nissan Australia Launches E-power Campaign With New Visual Identity, With TBWA\Melbourne

Nissan United — part of TBWA — is the agency behind the work, which marks an exciting new chapter in the automotive brand’s history.

The campaign was designed to demonstrate the benefits of Nissan’s unique e-POWER technology, “Driven by electric. Fuelled by petrol. So, you’ll never need to plug in to recharge”. 

The storyline unfolds against the backdrop of rugged Australian terrain, with the X-TRAIL e-POWER in a playful chase with a futuristic, battery-charged droid. Viewers will see the X-TRAIL e-POWER cruising effortlessly, across vast distances of the Australian landscape, without needing to plug in (unlike the droid). With a focus on captivating Aussie audiences, the spot features local talent rounded out with a rendition of Sweet Disposition by Australia’s own Temper Trap. 

The campaign is the first to reveal Nissan Australia’s revitalised visual identity, which has been designed to inject more excitement and distinctiveness into the automotive brand. It will be rolled out across OOH, social and digital platforms.

Sriram Padmanabhan, director of marketing, Nissan, commented, “It's a thrilling time for Nissan Australia with the advertising launch of e-POWER alongside our existing comprehensive product line-up. This exciting new campaign and reinvigorated visual identity engineers a bolder and braver direction for Nissan in Australia and, along with our Dealer partners, we very much look forward to bringing it to life throughout the coming months.”

Sarah Cajelot, general manager, Nissan United, added, “The driving experience of the e-POWER really is something special. So much so, we kick-started the whole process by briefing the creative team in the vehicle. It’s quiet and smooth, so we had to find a disruptive way to tell Nissan’s e-POWER story.”

The media strategy, which was delivered by Nissan United, sees the campaign running in Australia across TV, Cinema, OLV, Social, anamorphic OOH and digital, as well as via content creators, first-to-market sponsored partnership with carsales and Urban List, and a sponsored AR partnership with Meta.