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work

A Collaborative Success — NISSAN at the 2024 Beijing Auto Show

client:
Nissan
region:
APAC
  • APAC71
  • Architecture36
  • Concept Design97
  • Events51
  • Exhibitions & Tradeshows35
  • Technology39
  • APAC71
  • Architecture36
  • Concept Design97
  • Events51
  • Exhibitions & Tradeshows35
  • Technology39

Introduction

A Collaborative Success

At the 2024 Beijing International Auto Show, Nissan Motor showcased its full range of electric drive models and unveiled a new brand proposition to reinforce its vision and commitment to future mobility.

Uniplan teamed up with Nissan for the first large-scale public presentation of their new brand concept, taking responsibility for digital content presentation as well as the design and execution of the press conference.

Challenge

In China, for China

As the global automotive industry undergoes significant transformations, China stands at the forefront of future mobility developments. Adhering to the commitment of "In China, for China," Nissan developed a customized market strategy to enhance enterprise value and improve its competitiveness.

This strategy was embodied in the new brand proposition, “Excitement by NI” – a wordplay where “NI” in Chinese stands for both “you” and “Nissan,” creating a personal connection between consumers and the brand. Simultaneously, Nissan announced plans to collaborate with leading Chinese companies in artificial intelligence and to strengthen its relationships with local partners.

In the highly competitive environment of the Beijing International Auto Show, where brands constantly strive to outdo one another with their latest innovations, the Nissan booth needed to effectively convey the new brand philosophy, instantly attracting and retaining audience attention.

What We Did

A New Personalized Mobility Experience

Through its brand renewal, Nissan is committed to delivering top-quality personalized experiences. "Excitement" is not only felt by driving the cars but also through a range of in-vehicle technologies that enhance consumers' lifestyles. The brand message "Excitement by NI" emphasizes not only Nissan’s innovation but also every "you" – the brand’s target audience in China.

Based on this new brand proposition, our booth dazzled with custom-made animated content featuring captivating stories that highlighted the role of Nissan’s vehicles as partners in human life, seamlessly integrated into the daily experiences of consumers.

How We Delivered

Digital Presentation and Interactive Experience

Attendees were treated to the mesmerizing spectacle of Naked Eye 3D video content synchronized across multi-screens hanging above the hero cars, adding depth and allure to the entire booth which was co-created by Nissan design team and Uniplan. Through vibrant “naked eye” animations and user-friendly design, visitors experienced the profound significance of cars not just as mobile spaces but as extensions of emotions and lifestyle.

The entire customer journey was enhanced by activations such as Formula E driving simulators and a Human Machine Interface (HMI) experience zone, where visitors could explore the future of in-vehicle HMI comfort features.

Supported by a WeChat platform for users to collect points and exchange them for gifts, this project demonstrated how personalized content can elevate the event experience, generating excitement and leaving lasting impressions.

Key Facts

Project: Nissan 2024 Beijing Auto Show

Task: Customer journey concept, digital content, and press conference for Nissan

Solution: We crafted an unforgettable experience for attendees featuring captivating, animated video content showcasing Nissan's latest concept cars designed specifically for China.

Results: Uniplan’s work for Nissan at the Beijing Auto Show not only enhanced the brand image but also successfully conveyed the deep significance of cars as partners in human life. The booth's digital and interactive design particularly stood out, making Nissan one of the highlights of the show.

Numbers

Over 10,000 interactions (unique IP )
Almost 30,000 page reviews and the collection of valuable data though WeChat platform

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