Hiding a car across 7.7 million km² of Australia. A country bigger than all of Europe.
Nissan needed to get Aussies to seriously consider buying the new Patrol. Thing is, they were up against the Toyota Landcruiser that dominated 77% of the market.
You can’t really force someone to reconsider decades of 4WD loyalty with another car ad.
So we didn’t make one.
To make Patrol stand out, we first hid it.
Somewhere in Australia, we hid a brand-new Nissan Patrol. Then announced across all channels: First to find it, keeps it.
To make the impossible task even more impossible,
we partnered with Australia’s best Geoguessr to hide it.
He created three ridiculously cryptic clues.
Dropped them straight into his Discord community.
And we let the Internet do what the Internet does.
AWARDS
Spikes Asia - Silver - Social & Creator
Spikes Asia - Bronze - Direct
The One Show - Merit - Community Activation
D&AD - In-book / Shortlist - Digital Marketing
D&AD - In-book / Shortlist - Creator Content
Cannes Lions - Shortlist - Media
Cannes Lions - Shortlist - Social & Creator
Award Awards - Bronze - Direct Response, Any Media
Award Awards - Bronze - Partnerships
Award Awards - Bronze - Use of Talent & Influencer
Award Awards - Bronze - Creator Collaboration
MADC - Finalist - Digital & Social