Nissan readies experiential campaign

Nissan is to launch an interactive brand experience at the O2 arena to build customer engagement with its cars.

The Nissan-branded Innovation Station will showcase future products, including the forthcoming Leaf electric car.

Nissan aims to use the experiential space to build its brand equity by “adding credibility” and engaging with consumers.

John Parslow, Nissan marketing communications director, says: “Media marketing dynamics and car buying behaviour are changing, so we’re showcasing our brand in a different way. We’re focussing on driving experiential marketing and creating a richer brand experience online.”

Visitors to the O2 will be the first to explore the forthcoming Leaf model, which Nissan claims is the “first mass market 100% electric family car”.

The Innovation Station will feature interactive games, virtual experiences, drive simulators and personalised gadgets that allow consumers to interact with the brand and understand how electric vehicles can change the way people live and drive.

Parslow says: “The Innovation Station is more interactive than a Nissan showroom and lets consumers experience the brand in a fun, engaging and playful way.”

“It’s about showing innovation and creativity from all aspects of our business including design, manufacturing and engineering.”

The Innovation Station is part of the car brand’s three-year sponsorship deal with the entertainment venue.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here