Nissan in Germany has used ceiling advertising at the cinema to increase the number of test drives and sales for the Nissan Micra C+C Convertible. Audiences at selected movies were able to get the feeling of having the roof down as a Nissan commercial was screened above them rather than on the screen at the front. The campaign won two Media Lions at Cannes International Advertising Festival, a Gold for Best Use of Cinema and a Bronze for Cars & Automotive Services.
The take-out message was the Nissan Micra C+C Convertible – experience for everyone from 17.690 €. “Test drive now”. Test drives increased by 19.2 percent.
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The Cinema Ceiling campaign was developed at TBWA\Duesseldorf by creative directors Kai Röffen and Fabian Kirner, art directors André Heinrichs and Sebastian Schnell, copywriters Michael Manke and Tobias Feige, account managers Paul Unger, Bernhard Schürmanns and Kirsten Dümpelmann, agency producer Alexander Langer.
Marketing manager of Nissan Center Europe was Michel Jansen.