How Nissan Created A 4-Hour Ad Viewers Don’t Want to Skip

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Many YouTube viewers click on “skip advert” as soon as possible, however Nissan found out find out how to maintain viewers engaged for 4 hours with out reaching for the “skip” button. Maintain studying to find out how.

The automotive trade is ripe for advertising innovation. Historically, outdoors of the occasional automobile industrial that includes automobiles driving via numerous 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 induced 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 clients 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 yr, Nissan launched a brand new advert that’s refreshingly totally 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 street 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 pals, saved it in my favorites, and hadn’t ever thought of a Nissan earlier than – however who is aware of now?  I genuinely need 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 heartbeat 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 is likely to be the first-ever advert (and longest) that I did not need 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 searching for, 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, significantly on YouTube, that individuals typically 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 might need to come again and hearken to many times.

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 briefly disappeared. The countdown ultimately introduced a new live stream referred to as Synthwave from the viewpoint 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 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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