Part of the "World's Cleanest Car" campaign that Nissan had at the LA Auto Show, the stunt is meant to highlight the fact that the car is clean (i.e., zero emissions) and also clean (not dirty). Get it? Ha! Yeah, well, that's the joke. It works better on video, which you can see below.
While the paint thing is mildly interesting (this isn't a production car, and Ultra-Ever Dry is just an example of what could be coming) we did find it notable that this is the first main Leaf campaign we can think of that promotes the car not as a plug-in vehicle first (remember the polar bear?) but as a car with some wacky cool new tech. Oh, and it happens to plug in.
– "World's cleanest car" to be featured in an innovative social media campaign starting today –
NASHVILLE, Tenn. (December 2, 2014) –The "world's cleanest car" is daring its fans to get it dirty. Starting today, Nissan will launch a social media campaign that will include a series of online videos to showcase a zero-emissions Nissan LEAF with self-cleaning nano-paint technology. Created to demonstrate its potential use in future production vehicles, this LEAF is armed with Ultra-Ever Dry® paint to help repel almost any liquid that may come its way. Nissan first introduced the one-of-a-kind LEAF this past April.
"The LEAF is already one of the cleanest vehicles around even without this incredibly innovative paint technology; that said, we're not afraid to get our hands dirty to take this to the next level," said Pierre Loing, vice president, Product Planning, Nissan North America, Inc. "Getting fans involved via this social media campaign is a fun, creative way to show how the LEAF can stay clean no matter how dirty the world around it may be. A marriage with the Ultra-Ever Dry® exterior coating truly puts this LEAF in a league of its own, and we're excited to see where this technology can take us."
First in the series of planned activations, "The Nissan Paint Prank" will launch on YouTube today. A "Three Stooges" style calamity, the video will catch expressions of innocent bystanders shocked to see what happens as a crew of painters "accidentally" spills buckets of paint on the Nissan LEAF. As bystanders are playfully made aware of the prank, viewers online will be encouraged to visit Nissan's Instagram channel http://instagram.com/nissanusa to participate in a related series of videos which also launch today.
First up on Instagram, "Guess the Mess" challenges fans to guess the liquid being poured on the self-cleaning LEAF. After guessing the mess, it's the fans' turn to decide what gets poured on the LEAF in the final set of videos entitled "Will it Stick?" Fans will be called upon on Instagram to suggest things they'd like to see dumped on the LEAF – ketchup, honey, eggs... anything is in play. Starting next week, Nissan will decide "if it sticks" by sharing videos on Instagram that will include the liquids suggested by selected fans. To encourage suggestions for liquids to pour on the LEAF from Instagram users, all participants will be entered for a chance to win a gift card toward a car wash.
To conclude the series, a compilation video featuring all "Guess the Mess" and "Will It Stick?" videos will be posted to Nissan's YouTube channel and shared across Nissan's social media platforms. Social media users can follow along on Instagram using #WorldsCleanestCar.
While there are currently no plans for this unique paint coating technology to be applied to Nissan vehicles as standard equipment, Nissan continues to consider the technology as a future aftermarket option.
For 2015, the zero-emissions Nissan LEAF is available in three trim levels: LEAF S, SV and SL, along with option packages offering advanced systems such as Around View® Monitor and seven-speaker Bose® energy-efficient audio and Hands-Free Text Messaging Assistant*. The EPA estimated driving range for LEAF on a fully charged battery is rated at 84 miles and MPGe ratings are 126 City, 101 Highway and 114 Combined.** Nissan LEAF can be charged up to 80 percent of its full capacity in 30 minutes when equipped with a quick charge port and using a fast charger. Charging at home through a 240V charging dock is estimated to take less than five hours with the 6.6 kW onboard charger (less than eight hours with the S grade's standard 3.6 kW onboard charger). However, charging times may vary.
About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized as an ENERGY STAR® Partner of the Year in 2010, 2011, 2012, 2013 and 2014 by the U.S Environmental Protection Agency. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.NissanUSA.com and www.InfinitiUSA.com, or visit the Americas media sites NissanNews.com and InfinitiNews.com.
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 244,500 employees globally, Nissan sold almost 5.2 million vehicles and generated revenue of 10.5 trillion yen (USD 105 billion) in fiscal 2013. Nissan delivers a comprehensive range of more than 60 models under the Nissan, Infiniti and Datsun brands. In 2010, Nissan introduced the Nissan LEAF, and continues to lead in zero-emission mobility. The LEAF, the first mass-market, pure-electric vehicle launched globally, is now the best-selling EV in history with almost 50% share of the zero-emission vehicle segment.
For more information on our products, services and commitment to sustainable mobility, visit our website at http://www.nissan-global.com/EN/.