Nissan launches game-style website promoting “zero emissions”

Developed by Enjin, Roxik and Dwarf, the site is part of the automaker’s commitment to promoting a pollution-free world – the brand’s overarching promise in line with the promotion of it's family electric car, the Nissan Leaf.

The Leaf was made available last December in the US and Japan and has rolled out this year in Europe, and Canada. Worldwide sales reached 10,100 units by late July this year and the car is scheduled for global market availability next year.

Nissan’s global creative agency is TBWA.

“The Planet Zero proposes a zero-emission society and mobility. It advocates it while educating people on Nissan Leaf technology and environmental benefits. Of course this initiative is in line with our marketing and brand strategy,” a Nissan spokesperson told Campaign.

The flash-based website features a series of surreal 3D animated mini-games aimed at various green-goals like showcasing the effects of global warming. Running through this world as its main protagonist is a character with an electric plug for a head – tying back to the electricity powering the Nissan Leaf, or “zero-emission mobility” as Nissan prefers to term it.

Users however have complained online that the games lack instruction and that the overall meaning of the games elude them.

The Japanese carmaker promises more stages will be added to the game, coupled with ‘secret commands’. The campaign also incorporates a 'Flip book studio' which invites user contribution by alowing them to create their own flip-book animations.

This global initiative is also aimed at promoting partnerships between Nissan and its zero-emission partnership cities who will receive individual websites. So far, Nissan’s city partnership agreements include cities in Japan, Canada, Chile and Jordan.  

Credits
Character development / animation: dwarf inc.
Website planning: ENJIN Inc.
Website creation: Masayuki Kido, ROXIK
Music: OTOGRAPH