How Nissan Created A 4-Hour Advert Viewers Do not Wish to Skip


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Many YouTube viewers click on “skip advert” as soon as possible, however Nissan discovered hold viewers engaged for 4 hours with out reaching for the “skip” button. Maintain studying to learn the way.

The automotive trade is ripe for advertising innovation. Historically, outdoors of the occasional automobile industrial that includes automobiles driving by way of varied terrains and excursions, many of the advertising occurred at automobile dealerships.

Till the pandemic.

Between journey restrictions, excessive rates of interest, and provide chain points that triggered manufacturing disruptions, the automotive trade has had main growth 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 car buying process online, automobile producers’ potential to embrace digital advertising techniques is extra essential than ever for making gross sales.

Earlier this 12 months, Nissan launched a brand new advert that’s refreshingly completely different from conventional advertising techniques related to automobile corporations.

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 buddies, saved it in my favorites, and hadn’t ever thought-about 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 hearth.’”
  • “This may 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 charming?

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 grow to be a preferred style, notably on YouTube, that folks typically take heed to whereas working, learning, or making an attempt to calm down.

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 take heed to time and again.

Impressed by Lofi Woman

The advert takes clear inspiration from Lofi Girl, a preferred YouTube channel that streams Lofi music 24/7 and has racked up billions of views (sure billions, with a B) since 2017.

Just lately, the Lofi Woman YouTube channel made headlines for unlocking a brand new character.

Followers of Lofi Woman had been in for a shock when a mysterious countdown timer popped up on the channel and the acquainted Jane the Lofi Woman character quickly disappeared. The countdown ultimately introduced a new live stream known as Synthwave from the standpoint of a brand new Lofi Boy character.

Nissan’s advert depends closely on subliminal advertising, creating an affiliation between Lofi music and driving a Nissan. Whereas it’s in the end a long-game play, Nissan hit it out of the park reaching a brand new viewers with this revolutionary effort.

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