The Versa Note is the car that gives you more of what you love. So, when it came time for its launch, we thought, what better place to do it than through the place everyone goes to get more of the stuff they love, Amazon.com. So, we created a landmark collaboration with Amazon to be the very first car sold through it.
The media attention was instantaneous. When we turned our attention to its delivery, we knew we had to do it just the way Amazon does it, in the biggest boxes Amazon had ever made.
However, we made a plan to create an internet phenomenon around the delivery. During the shoot we left the box on the street for a whole day waiting for some curious person to snap a pic. Reddit user Listrophy was the first, and she posted the street pic to the site. The picture just took off and showed up on the front pages of newspapers in over 50 countries across Asia, Europe, Australia and even Africa.
But, there’s something else we did, we left Nissan’s logo out of it, so people would start asking, What’s in the box? And this started its own meme.
We then released the reveal video. And we were news, again. Here's an infographic of the journey of Nissan's biggest ever viral hit.
And, oh yes, that Seinfeld thing did happen too.
Role: Creative Director