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Situation
Nissan North America wanted to increase brand awareness within a crucial demographic-- men and women aged 18-34 who are young, athletic and earn more than $50,000.  The goal was to leverage their umbrella sponsorship of the Association of Volleyball Professionals (AVP) Nissan Series by effectively integrating the Nissan brand into the organic beach environment and deliver measurable results. 

Nissan had to build - and maintain - an elevated brand presence that stood out amongst the numerous sponsors - including those on national television and those on-site at each event. With each tournament at a different location with an ever-changing footprint, EWI Worldwide was constantly challenged with ensuring optimal foot traffic and brand awareness throughout the duration of the tournament.

Solution
Designers focused on enhancing the event by not only complimenting the look and feel of the AVP brand, but also differentiating the Nissan brand.  One example of building this strong presence, both visually and physically, is seen in the development and key positioning of a gigantic Nissan branded volleyball.  Beyond the design, we leveraged the already active and exciting environment by creating an opportunity for visitors to personally experience the Nissan product line-up.  To further enhance the overall consumer brand experience, Nissan also worked to engage visitors in activities and giveaways.

Results
Nissan's presence at the AVP Tour was significantly improved over previous years and had great television and on-site visibility. Nissan was clearly the umbrella sponsor and stood out amongst the numerous sponsors of the volleyball tour. This hands-on, interactive participation - in addition to branded giveaways - enabled Nissan to generate solid leads.