Nissan has unveiled “We’ve Got Your Ride”, a social-first campaign designed to introduce Nissan Assistance, a complimentary roadside support service included with all new Nissan vehicles from 2025 onwards. The campaign aims to build awareness around the service while reinforcing Nissan’s commitment to supporting drivers beyond the point of purchase.
The campaign positions Nissan Assistance as a reassurance-led ownership benefit, designed to provide confidence, peace of mind, and practical support when drivers need it most. The creative approach focuses on human, relatable storytelling rather than purely functional messaging, emphasising moments that everyday drivers recognise.
Rollout
The campaign is anchored by a hero film that introduces the central idea through a narrative-driven story, supported by a series of consideration films.
Each consideration film highlights a specific Nissan Assistance feature through familiar “problem versus solution” scenarios, designed to resonate with drivers’ everyday experiences. These films are complemented by key visuals and short-form social content adapted for platforms like Instagram and TikTok.
The rollout is phased over several weeks, allowing the story to unfold gradually, with content sequenced for retargeting viewers who engage with the hero film. This approach enables continuous optimisation as new assets are introduced.
Target audience
The campaign primarily targets Nissan owners and prospective buyers aged 23 to 45—working adults with fast-paced, mobile-centric lifestyles. This audience values reliability, convenience, and brands that provide support when plans go off-track. Nissan Assistance is positioned as a relevant, everyday benefit for people managing work, family, and life on the move.
Creative and channel strategy
Social platforms were chosen for their scale, cultural relevance, and storytelling capabilities. Humour was incorporated into the narratives to enhance relatability and engagement, without undermining the seriousness of the service itself. The films intentionally reveal Nissan Assistance at the end, ensuring audiences are first invested in the story before the service is introduced. The campaign focuses on everyday characters to keep the service as the hero.
KPIs and measurement
Campaign success is measured across three dimensions:
Awareness and reassurance
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- Reach and impressions: To ensure the campaign message reaches the target audience at scale.
- Video views and completion rates: Monitoring how many viewers watch the hero and consideration films in full.
- Ad recall and brand lift: Evaluating whether audiences remember Nissan Assistance and associate it with reliable, supportive ownership.
Engagement and resonance
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- Engagement rates: Including likes, comments, shares, and saves across social platforms.
- View-through performance: Assessing how viewers progress from short-form content to longer hero or consideration films.
- Qualitative feedback: Analysing comments, reactions, and social sentiment to gauge emotional connection and relatability.
Service consideration and long-term impact
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- Traffic to Nissan assistance content: Measuring clicks and visits to dedicated service pages.
- Retargeting performance: Tracking engagement with follow-up content among audiences who interacted with earlier films.
- Perception uplift: Using surveys or brand tracking tools to assess changes in how consumers perceive Nissan ownership and the value of Nissan Assistance.
Insights are reviewed continuously, allowing the campaign to be optimised in real time as new content is rolled out.
Credits
Creative: TBWA\RAAD
Production: The Talkies
Media: OMD
