Nissan has taken advantage of the metaspace by putting its ARIYA electric car into it. In this new collaboration with Meta Creative Shop and TBWA\London, users can now explore the car inside out.
The car brand challenged five artists to create pieces of artwork depicting the Ariya in five locations around the UK. Retro Manni was handed Birmingham, Tishk Barzanji worked on London, Janice Leung handled Leeds, Neil Keating took on Liverpool and Antidote had a Manchester remit.
The artists were briefed on the project and told to “showcase an electrified interpretation of how the Nissan Ariya is a ‘ray of hope’ within each of their cities”.
Each artwork is influenced by the Japanese-inspired design of the Ariya but the artists were encouraged to use their own personal style and story in their pieces.
The images will be shown in digital and on large-format outdoor sites while also presenting consumers with a QR code.
“With the Nissan Electric Lab you can get really close to the new Nissan ARIYA and the campaign’s artists’ electrified artwork,” said Barry Christie, Global Creative Lead at Meta Creative Shop. “In fact, you can literally step into it with a Meta Quest headset for a fully immersive experience or explore it in 3D on your mobile or computer.”
Users who scan the QR code will then be directed to the electrified art landing page, where they can start to explore the room. Instructions will be given on how to connect two electric power leads together to open up the artwork portal and move around the electrified city.
“The Japanese timeless design and innovation of the ARIYA allows us to influence and explore new ways of communicating with our customers and I am very excited to be able to promote Nissan as one of the first Car manufacturers to utilise the Metaverse in this immersive and inclusive manner,” Nissan GB Marketing Director Nic Thomas said.
“This is the start for us to continue to explore and test and learn new ways of bringing our electrified brand stories to life and showcase our own product innovations in an environment that fits with our innovative leadership brand values,” he added.
The marketing campaign will continue for the next two months. The ARIYA is now available for purchase, with initial deliveries expected in August.
The Nissan ARIYA is a 5-door all-electric hatchback. It has a range of 251 miles and can reach a top speed of 112 mph. The car also comes equipped with autonomous emergency braking, forward collision warning, lane departure warning and intelligent Around View Monitor. It will be available in two different battery sizes, with the larger one providing a range of up to 310 miles. Prices for the Ariya start at £40,495.
In the Metaverse
Nissan held a virtual reality unveiling on 20 May of the all-new Nissan Sakura electric mini vehicle following its physical debut at Nissan Global Headquarters on the same day. Fans can also take the Sakura for a spin in the metaverse at the Nissan Sakura Driving Island.
The metaverse unveiling of the Sakura has been designed to provide a unique experience, with immersive sound and light effects. It will be simultaneously streamed on Youtube (Japanese language only).
The initiatives reflect Nissan’s expansion of its presence in the metaverse and its creation of more opportunities to digitally communicate with customers. Last year, Nissan opened the VR Nissan Crossing, a metaverse version of its brand experience gallery in Tokyo, where visitors could take virtual tours of the gallery and of parts of Japan in the all-electric Ariya crossover SUV.
Source: Nissan Official News Room