The arrival of the second-generation Nissan Qashqai was quite an event.
To mark the launch of the new Nissan Qashqai, the car manufacturers united with blog partners Wired, MyModernMetropolis and ItsNiceThat to develop a dramatic social-mapping experience.
On a stage that very strongly resembled that of Russel Howard's Good News, a dazzling digital display communicated the unique appeal of this technologically-advanced crossover.
Using a dedicated Facebook app and a series of hashtags, subscribers were invited to submit photos pertaining to three Nissan Qashqai related themes – Urban Life, Tech Inspiration and The Future.
It was a competition, the top prize being a trip to the Tokyo Motor Show. But in sourcing these photos, Nissan were also able to create a digital mosaic of “the landscapes, technologies and styles that inspire users all across the world.”
In little over three weeks, over 3,200 images were uploaded or tagged by users from five different countries. Their experiences would be collated to form the centrepiece of the launch of the new Nissan Qashqai.
Described as an “awe-inspiring multi-media display” which “portrayed a dramatic visual timeline of ground-breaking communication technologies”, the result was a 3D portrayal of a virtual cityscape through which the viewer flew, apparently traversing the entire globe, to arrive in London at the site of the launch.
The digital mapping of real customer responses to the Nissan Qashqai provided a visual feast, all projected on a 15 metre 3D screen. Images submitted through the social-mapping experimented were transformed, before your very eyes, into the desirable yet reassuring shape of the all-new Nissan Qashqai.
Says Nissan's David Parkinson: "Unveiling the next generation crossover to the world would be unthinkable without calling on the help of the two-million owners of the original model that pioneered the crossover.
“The Nissan Qashqai is the ultimate expression of Nissan's brand, Innovation that Excites, and by involving our customers we were able to unveil the all-new model in style!"
See the unveiling of the second generation Nissan Qashqai below.
The unique launch of the Nissan Qashqai – developed, as it was, through close interaction with the public – reportedly reflects the very design process which shaped this long-awaited car.
Nissan claim that over two-million owners of the first generation model provided “invaluable input”, which helped them to create the “most advanced and user-friendly crossover ever – a car that sets a new benchmark for practicality, in-car technology and user connectivity”.
It's only fitting, then, that in launching this exciting new crossover, we should be presented with a psychedelic montage, an irresistible sensory overload of emotive technological engagement.