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Many YouTube viewers click on “skip advert” as quickly as doable, however Nissan discovered how one can hold viewers engaged for 4 hours with out reaching for the “skip” button. Preserve studying to find out how.
The automotive trade is ripe for advertising and marketing innovation. Historically, exterior of the occasional automotive industrial that includes autos driving by way of numerous terrains and excursions, many of the advertising and marketing occurred at automotive dealerships.
Till the pandemic.
Between journey restrictions, excessive rates of interest, and provide chain points that brought on manufacturing disruptions, the automotive trade has had main progress challenges over the previous few years, and counting on dealerships alone to push gross sales isn’t chopping it.
With extra prospects trying to facilitate the automotive shopping for course of on-line, automotive producers’ potential to embrace digital advertising and marketing techniques is extra necessary than ever for making gross sales.
Earlier this yr, Nissan launched a brand new advert that’s refreshingly completely different from conventional advertising and marketing techniques related to automotive firms.
The producer posted a four-hour-long video to its YouTube channel that includes a customized Lofi playlist that serves because the soundtrack to an animated character’s highway journey. The animated character occurs to be driving a Nissan ARIYA and passes a number of Nissan billboards on their drive.
Since launching in February, the video has racked up over 17 million views and three,500 overwhelmingly optimistic feedback. Right here’s what viewers needed to say:
- “I have been letting this advert run for 20 minutes. I’ve despatched it to mates, saved it in my favorites, and hadn’t ever thought of a Nissan earlier than – however who is aware of now? I genuinely wish to shake the hand of whoever greenlit this within the promoting division. It is a very regular chill hop reel, however that is what’s so unusual and endearing about it. Superb job & honest kudos for having your finger on the heart beat on this one!”
- “At first, I used to be like? ‘Is that this actually a 4-hour advert?’ Then I used to be like, ‘Rattling, this beat is fireplace.’”
- “This is likely to be the first-ever advert (and longest) that I did not wish to skip.”
Along with having the video listed by itself channel, Nissan additionally runs the advert on different Lofi YouTube channels. The spot blends proper in with the Lofi playlists audiences are in search of, and doesn’t tempt Lofi followers to click on “skip advert.”
Why is the Nissan ARIYA Lofi advert so fascinating?
Effectively, the music, for starters. Lofi stands for low constancy, a style that mixes parts of jazz, hip-hop, and pop to create dreamy, laid-back music tracks.
Originating within the early 2000s, Lofi music has turn out to be a well-liked style, notably on YouTube, that folks usually hearken to whereas working, finding out, or making an attempt to chill out.
Many commenters on Nissan’s video complimented how good the music was, and famous it was a playlist they’d wish to come again and hearken to time and again.
Impressed by Lofi Woman
The advert takes clear inspiration from Lofi Woman, a well-liked YouTube channel that streams Lofi music 24/7 and has racked up billions of views (sure billions, with a B) since 2017.
Lately, the Lofi Woman YouTube channel made headlines for unlocking a brand new character.
Followers of Lofi Woman have been in for a shock when a mysterious countdown timer popped up on the channel and the acquainted Jane the Lofi Woman character briefly disappeared. The countdown finally launched a brand new reside stream known as Synthwave from the perspective of a brand new Lofi Boy character.
Nissan’s advert depends closely on subliminal advertising and marketing, creating an affiliation between Lofi music and driving a Nissan. Whereas it’s finally a long-game play, Nissan hit it out of the park reaching a brand new viewers with this revolutionary effort.
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