Nissan ad lasts 4 hours and has 18 million views, trending upwards

Nissan created a remarkable ad that generated over 18 million views . This clip, lasting four hours, is revealed by its unconventional nature and does not give the impression of being a classic advertisement .

Very commendably, it highlights the Nissan Ariya electric car by mimicking the style of videos from the popular YouTube channel Lofi Girl , which has 12.8 million subscribers. By adopting a similar approach to the content of this channel, Nissan has achieved a crucial objective for any advertiser: to encourage many viewers not to ignore the advertisements.

invisible advertising

This clip was created by Nissan USA and can be integrated as a six-minute commercial in Lofi Girl videos. Indeed, Nissan has obtained exclusive advertising rights for this channel's videos in the United States since its launch in February.

For its realization, Nissan collaborated with Google, owner of YouTube, as well as with the animation studio Titmouse based in Los Angeles, California, and the agency Mayda based in New York. The music video's design is inspired by one created by Juan Pablo Machado , which in turn is inspired by a creation by Studio Ghibli, the main character in the film "Whisper of the Heart".

It is undeniable that not only did he manage to prevent a number of users from seeing this advertisement, but millions of them also clicked to access the video itself, titled "Enjoy the powerful ARIYA and peaceful" and lasting four hours. Within two months, the video garnered 12 million views, and as of this writing, that number has already grown to 18.2 million.

According to Nissan's global marketing director Allyson Witherspoon, who revealed herself in an interview with Marketing Brew, the brand noticed that potential electric car buyers were also lofi music fans. That's why they opted for a jumpsuit with the Lofi Girl style , signing an agreement with the famous YouTube channel. This strategy has been successful.

In the ad, there are obvious elements that indicate that it is an advertisement: Nissan's Lofi Girl drives the Nissan Ariya , with the brand's logo dominating the steering wheel, and billboards for the electric car and other brand products are visible. However, these details seem irrelevant to regular users of this channel, as evidenced by the impressive numbers.

"You don't come across that very often." Witherspoon, when talking about his ad that stands out from the usual look of ads, says his team was impressed with the results. One of the reasons for this success may be that the commercial does not feature commercial breaks, allowing four hours of lofi to be played uninterrupted .

Does it help sell the car? Although Witherspoon does not disclose US-specific marketing data, the Nissan Lofi Girl has managed to improve the car's online reputation. Organic searches increased by 75% between February and March.

The Nissan USA YouTube channel also favored this ad. its publication, it created approximately 27,000 new subscribers and the video was added to 35,000 user playlists. By April, the video had accumulated 1.1 million hours of viewing.

As for the Nissan Ariya itself, it is the first fully electric vehicle of the Japanese brand's new era. It is an SUV equipped with one or two electric motors, with power ranging from 218 hp to 394 hp. These motors are powered by either a 63 kWh battery or an 87 kWh battery.

The interior of the vehicle is characterized by two main screens that predominate, and it stands out for the virtual elimination of traditional buttons, which are replaced by haptic controls. Depending on the version, the vehicle's range can reach 525 km.