Nissan’s 360 Convention came at the end of a successful launch year for the Nissan Qashqai. The month-long event in Portugal, attended by automotive journalists from around the world, provided a great opportunity to gain further exposure for the Qashqai model.
Nissan wanted to make an impact from the moment the journalists’ planes touched down. Identifying the arrivals section of the airport as an area often associated with waiting and boredom, Nissan decided to liven the experience up, not only for the journalists, but the general public too.
A 34 metre-long sidewalk was installed in the arrivals lounge of Lisbon airport. Motion activated, it simulated the black and white paving stone effect of a Portuguese pavement, gradually disappearing to reveal the Qashqai model and logo.
Over 700 000 travelers passed over the interactive walkway, including the 650 journalists originally targeted. A large media buzz surrounded the walkway’s installation and reinforced Nissan’s reputation as a brand with an innovative communication strategy.