Nissan takes to the metaverse with all-electric Ariya campaign

David Murphy

Nissan Motor GB has taken its first steps into the metaverse with its latest campaign for the all-electric Ariya. Working with a WebXR-enabled browser, the campaign delivers a visual, interactive and entertaining art experience across mobile, desktop and VR. The campaign was developed in partnership with TBWA, Quantum Universe and Warm Storm.

To activate the campaign, Nissan challenged five artists to draw images of the new Ariya in five locations around the UK: London, Birmingham, Manchester, Leeds and Liverpool. The artists – Retro Manni (Birmingham); Tishk Barzanji (London); Janice Leung (Leeds); Neil Keating (Liverpool); and Antidote (Manchester) were briefed to use their own unique design style to showcase an electrified interpretation of how the Nissan Ariya is a ‘ray of hope’ within each of their cities. Although influenced by the Japanese inspired design embodied into the Ariya, the artists included their own personal story, providing an authentic and expressive interpretation of the brief.

The artwork, showcased in digital and in large format outdoor sites, allows people to enter Nissan’s metaspace experience to explore the artwork by scanning a QR code. Users will then be directed to the electrified art landing page where they can start to explore the room, following instructions as how to connect two electric power leads together to open the artwork portal and move around the electrified city. The Nissan Ariya will descend onto a platform in the centre of the room while users explore each piece of art.

“The Japanese timeless design and innovation of the Ariya allows us to influence and explore new ways of communicating with our customers and I am very excited to be able to promote Nissan as one of the first car manufacturers to utilise the metaverse in this immersive and inclusive manner,” said Nissan GB Marketing Director, Nic Thomas. “This is the start for us to continue to explore and test and learn new ways of bringing our electrified brand stories to life and showcase our own product innovations in an environment that fits with our innovative leadership brand values.”

The campaign is set to run for the next two months. Images of each of the pieces of art, as well as a description from the artists, are available to download here - www.nissan-electrified-lab.com