Drive stress free with Nissan’s 360 safety shield

For the Latin Grammys, we created an integration to launch the new Nissan Altima and promote its 360 safety features, emphasizing a stress-free driving experience. We partnered with reggaeton superstar Karol G—who won her first Latin Grammy that year—to show her fans how relaxed she felt arriving at the Latin Grammy red carpet on the New Nissan Altima. We created a 360 audio meditation where Karol G shares how she unwinds before showtime while driving in the Altima. While everyone was obsessed with ASMR, we took it a step further by using 8D technology, making fans feel as though Karol G were sitting right next to them in the back of the car, experiencing the ultimate stress-free ride.

We pitched and produced the idea in two weeks and posted the audio on her Instagram story for just 24 hours. The guided meditation was up for a month on Nissan’s Youtube Channel.

The results:

The 360-guided meditation surpassed views on videos from Youtube Meditation channels in Spanish like Deepak Chopra Center and American ones like Yellow Brick Cinema with over 3.3 million subscribers. We had 2.3MM reach, 7.1MM impressions, and 880K video views. We also were recognized for the campaign TV integration with Univision and Karol G.

Awards

2019 ANA Audio Category Winner

2019 Silver Telly Award for Branded Content in General Automotive

2019 Silver Telly Award for Branded Content People’s Telly for Entertainment

2019 Bronze Telly Award for Branded Content Craft Directing