Nissan and TBWA turn stupidly parked cars into smart outdoor ads

Thursday, September 27, 2018 — Illegally parked cars are a plague in most cities. You find them on the kerb, too far off the kerb, crosswise with their nose sticking out or flagrantly squatting two parking lots at a time. Some drivers apparently will never learn how to park. That’s why Nissan and TBWA wanted to give these parking perpetrators a helpful signal.

They decided to put the most blatant infractions in the spotlight. Or rather: in a painted white rectangle, - as if the parking space would have moved to suit the vehicle. Nissan send promo teams to cities all over Belgium and the Netherlands to look out for awkwardly parked cars. They marked each spot with white lines and spray-painted the message: ‘Let your car do the parking. With Nissan ProPILOT Park Assist’.

You can discover all these innovative technology on the Nissan LEAF equipped with the revolutionary ProPILOT Park technology and also the supportive Intelligent Park Assist on the Nissan QASHQAI. A push on a ProPILOT button in the Nissan LEAF is enough to let the car do all the work. It steers, accelerates and brakes to manoeuvre itself flawlessly in the most challenging places. No human intervention needed. And lots of parking tickets avoided.

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Raisa Vanvoorden TBWA
Raisa Vanvoorden TBWA
About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.  

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