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19/08/2013
Anticipate the unexpected with the new Nissan Note

Test drives are always a little unnerving. You’re sat in close proximity to a total stranger who is determined to spend the entire journey talking the car up, trying to sell the added extras that come as part of a ‘special offer’, and commenting on how the paintwork “really matches the colour of your eyes”. All the while you’re trying to concentrate on not stalling at every roundabout.

Nissan’s latest digital campaign, launched to promote the release of their new Note car, has taken the awkwardness of the everyday test drive and turned it on its head – injecting speed and adrenalin – making it a far more exhilarating ride.

With the tagline, ‘anticipate the unexpected’, you can begin to understand where they’re going with this campaign. In the virtual test drive, users can log in with their Facebook account and take control of the wheel. Beginning like any normal test drive, you fiddle with the radio, monitor the steering and negotiate the roads – before taking on the role of an unsuspecting getaway driver. Based on the information you have provided to Facebook, a personalised experience is generated, and your high-speed chase begins. A desperate bride/groom abruptly stops your test drive, jumping into your passenger seat and demanding to be rescued from their ‘big mistake’. It’s left to you to navigate an escape route through winding lanes, all the while in hot pursuit from furious family members.

The functions of the test drive mean that every detail is personalised, down to your relationship status, your gender, name, and taste in music – even taking photographs and the names of friends from your Facebook profile! You can also use a friend’s Facebook information to generate their own high-speed test drive before forwarding it onto them.

Is this scarier than any test drive you’ve been on? Or have you had to play the role of the runaway groom?



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