Technology and data drive a dynamic new out-of-home campaign from TBWA\London and MGOMD which highlights how the 100 percent electric Nissan LEAF is exempt from London’s new ultra-low emission zone (ULEZ) charge.
The campaign uses Ocean’s vehicle detection technology at busy traffic light locations including Gypsy Corner on the A40, Finchley Road and Holland Park roundabout in central London.
The intelligent technology detects the make, model and colour of vehicles waiting at the lights, serving messages in real-time to those drivers who will incur a charge if they enter the new ULEZ zone which is being introduced to improve air quality.
The messages are served with pinpoint accuracy, delivering zero wastage. Developed by Ocean, vehicle detection technology does not store any personal driver or vehicle data.
Drivers who do not meet London’s tighter new exhaust emission standards are advised “You could save up to £24 a day on the ULEZ and congestion charge” or “For an electric car, it’s not too keen on charges.”
Motorists already travelling in a Nissan LEAF are congratulated on avoiding the charge by being #ULEZready.
The campaign is supported by print, digital, social and a media booking in the Metro newspaper, running consecutive ads that reference London Mayor Sadiq Khan – “Breathe easy, Sadiq” – as he works to improve London’s air quality.
Nicolas Verneuil, marketing director of Nissan Motors GB, said: “The Nissan LEAF is both Europe’s and the UK’s best-selling 100% electric car. We wanted to promote this achievement whilst at the same time ensuring London motorists know there’s an affordable, accessible and intelligent way to not only reduce their driving costs in the capital but also help improve the city’s air quality.
“Through Nissan Intelligent Mobility, we’re redefining the way cars are driven, powered and connected to the world around us. With the LEAF’s proven, practical and enjoyable zero-emission drivetrain, we can make cities like London a better place for everyone.”
TBWA\London chief creative officer Andy Jex added: “Responding in real time in an engaging, dynamic and relevant way to a topical issue as big as this is a really powerful way to leverage Nissan’s position as the leader in electric vehicles.”