Client Nissan Italia srl
Partnership event realized in collaboration with QSD, a company that provides consulting, planning, and execution of advanced solutions for professional and managerial training
Location Milan
Typology of the project and activity Production - Sets and Shows - Logistical
Objectives
- To design and carry out an unconventional, innovative training program in relation to the new Nissan Juke, for dealers and sales representatives in the Italian network; to implement stages of learning and dynamic product testing through an engaging, original, entertaining experience that would frame the training as an 'event'
- To employ a level of personal participation with a new training method that would promote participant involvement and learning, while avoiding the sense of routine that such meetings often have
- To enhance relationships with the product and the brand, which prove their originality and innovation even through the professional training activities offered to employees
Strategic guidelines
To create a training event that would spotlight the product plusses of the Nissan Juke: that it is an innovative crossover for the city and a perfect embodiment of the spirit of our times; that it recalls a sense of adventure; and that it is designed for drivers who love to set themselves apart from the crowd and to break with convention.
Action
Together with QSD, a company that provides consulting, planning, and execution of advanced solutions for professional and managerial training, MAC Group developed a strategic project to intrigue, involve, and astonish participants with an innovative brand experience: creating a commercial for the new Nissan Juke through the help of specialized personnel. Service needs were determined, relationships with suppliers and partners were handled, and every creative, operational, logistical, and administrative step was organized, including a special programme of evening entertainment.
The event's originality was conveyed ever since the earliest contact made with participants: a 'teaser' invitation with a gift was designed and sent, together with an introductory book on advertising: 'Spot, un film di 30 secondi' ('The Commercial, a 30 second film') by Franco Angeli.
Divided over two days, the training involved developing the product's formative side during the first meeting, in three separate sessions aimed at the product, the market, and test driving; the sessions also had the objective of spotlighting the key points to be explored in communications. The following day, instead, was dedicated to the hands-on, recreational side, "learn by driving and having fun", with proper creative workshops aimed at creating film products.
The training was carried out over unique stages set in real TV Studios and strengthened by team work: alongside the usual classroom training sessions, participants - almost 500 in total from all over Italy, divided into 10 sessions - were invited to 'create' their own Nissan Juke commercial. Select collaborations engaged the assistance of skilled, highly specialized partners. Experts from the Fondazione Accademia di Comunicazione (Academic Institute of Communications) were called on to guide participants in creating the films, accompanying them through the phases of:
- technical tutoring on the creation of television commercials
- brainstorming on Nissan Juke and possible creative ideas
- storyboard realization
- potential film shooting or use of film/photographic/musical DB material existing on location
- editing of the commercials
To guarantee a 360-degree experience, offering a true taste of television and cinematography, MAC Group selected the CINEVIDEO STUDIO television studios in Milan as the ideal location for hosting the Nissan Juke training sessions. The studios are used by important broadcasters and national channels like MTV and for broadcasts of 'Crozza live' and 'Le invasioni barbariche'. This setting guaranteed the availability of professional equipment for film shooting and editing, production offices, and film editing rooms, as well as an outdoor area for parking cars used in several static shots.
At the end of the two days of training, the films completed by the work groups were submitted for judgement by the participants themselves who, not being able to vote for their own commercial, declared the winner within their own work session.
This immersion within the world of television communications was integrated during the evening as well, with a special entertainment programme that allowed participants to attend live shows filmed for TV, from 'X Factor' to 'Zelig Off', and 'Colorado Café' to 'Le Iene'.
The numbers
- nearly 500 participants
- 13 days of training/event
- 40 staff members involved in carrying out the event
- 60 films made
