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Bringing “Excitement by NI” to Life through an Immersive Customer Journey — NISSAN Shanghai Auto Show 2025

client:
NISSAN
region:
APAC

Introduction

Evolution of Future Mobility Visions

At the 2025 Shanghai International Auto Show, Nissan Motors made a grand debut with the brand proposition, showcasing its vision for future mobility experiences. Uniplan partnered with Nissan to create a holistic brand experience—encompassing a high-profile press conference, content presentation, and a meticulously designed user experience journey.

Following the introduction of “Excitement by NI” as its updated brand platform in China during the Beijing Auto Show 2024, Nissan sought to continue this momentum at Auto Shanghai 2025 by creating a bold and emotionally engaging brand experience. This year’s focus was twofold:

The Nissan N7 – a sleek new sedan designed and made in China, brought from concept to production in under a year.

The Frontier Pro Plug-in Hybrid – Nissan’s first-ever electrified pickup, unveiled as a global premiere.

Uniplan was tasked with designing a compelling customer journey that would highlight the innovation, emotional appeal, and locally relevant storytelling of both vehicles, while maximizing visitor engagement and dwell time within the booth.

The Challenge

Crafting a Truly Holistic Brand Experience

The challenge for Uniplan in this collaboration with Nissan was to create a truly all-encompassing immersive brand experience. This involved not only coordinating the planning and execution of the high-profile press conference and ensuring innovative, consistent content presentation but also crafting an engaging user experience journey.

To deliver on Nissan’s brand promise, several key challenges had to be addressed:

— Translating advanced technology into emotional benefits: Nissan's vehicles are packed with smart features, but the booth experience needed to focus on how these features improve everyday life — not just tech specs.

— Engaging a wide audience spectrum: From automotive press and industry insiders to everyday consumers, the journey had to balance informative content with entertainment and inspiration.

— Driving deeper visitor engagement: With hundreds of booths at the show, Nissan needed a creative solution to retain visitors longer and increase interaction with all brand touch points.

What We Did

From "Cognition" to "Engagement" to "Immersion"

As the lead agency of Nissan China's Shanghai Auto Show press conference, Uniplan oversaw the professional operation of the entire event process—covering core aspects such as conference flow design, creative planning and production of graphic/visual content, and on-site stage execution.

The booth adopted a multi-screen environment consisting of 1 main screen, 6 side screens, and 1 floor screen. Key tasks included:

— Creating a unified visual style across screens through dynamic visual template design while optimizing visual flow to ensure audiences could naturally access core conference content.

— Transforming brand stories, strategies, and innovations into perceptible experiences through non-traditional content planning — even with limited video materials.

How We Delivered

The Gamified Engagement and Connected Journey

We crafted an immersive, gamified journey that translated Nissan’s technology into tangible, shareable, and emotionally engaging experiences.

Visitors were invited to participate in a cards collection journey via a custom WeChat Mini Program. As they explored different touchpoints within the booth, they collected digital stamps that unlocked branded digital cards and rewards. This mechanic was designed to encourage full exploration, increase dwell time, and reinforce brand messaging at every stop.

Touchpoint Highlights

— N7 Intelligent Adventure (Mixed Reality Experience)

A Mixed Reality headset experience that brought the N7’s cockpit features to life — shifting the focus from technical specs to real-world benefits like comfort, smart connectivity, and driver convenience.

— N7 Discovery Hub

A large interactive touchscreen paired with immersive lighting allowed visitors to explore the story behind each N7 color and deep dive into the car’s features — combining intuitive UX with product storytelling.

— N7 Design Universe

A fully immersive zone featuring an interactive video wall where visitors could choose a background representing Nissan’s values — Design, Innovation, Comfort — and pose for a professional photo. These were turned into custom digital posters that visitors could retrieve online and share, adding a strong social amplification layer.

— Frontier Pro Display

The booth showcased the global debut of the Frontier Pro Plug-in Hybrid — emphasizing its bold design, capability, and role as a symbol of Nissan’s electrification strategy.

To tie the journey together and enhance emotional impact, we leveraged all video walls throughout the booth to display a synchronized layer of immersive content — creating a cohesive atmosphere that brought the “Excitement by NI” brand platform to life from every angle.

The Key Facts

Project：Created a holistic brand experience for Nissan at the 2025 Shanghai Auto Show—including a high-profile press conference, content presentation, and designed user journey.

Mission：Enhance new model launch impact and strengthen emotional brand connections through technological, multimedia interactive design.

Solution：Delivered immersive spatial experiences combining press conferences, interactive check-in mini-programs, and multi-sensory display areas to convey brand technological warmth.

Result：Centered on "Excitement by NI", created a future driving experience that successfully delivered a perfect auto show experience for Nissan.

Numbers

Over 15,000 WeChat MiniProgram registration

Over 5,000 visitors participated in the N7 Intelligent Adventure experience

Over 80% of WeChat MiniProgram visitors engaged with the booth’s experiences

Over 7,000 visitors participated in the N7 Design Universe experience