Electrified Ariya artworks herald Nissan’s foray into Metaverse

Hot on the heels of its recently launched UK TV campaign, Nissan reveals its next step to market the all-electric Ariya crossover. According to the European arm of the Japanese automotive brand, Nissan joins the Metaverse through five unique electronic artwork that showcases five different locations around the UK.

The places that inspired the digital works of art include London, Birmingham, Manchester, Leeds, and Liverpool.

Artists Retro Manni (Birmingham), Tishk Barzanji (London), Janice Leung (Leeds), Neil Keating (Liverpool), and Antidote (Manchester) were all briefed to use their own unique design style to showcase an electrified interpretation of how the Nissan Ariya is a “ray of hope” within each of their cities.

“The Japanese timeless design and innovation of the Ariya allows us to influence and explore new ways of communicating with our customers and I am very excited to be able to promote Nissan as one of the first car manufacturers to utilize the Metaverse in this immersive and inclusive manner. This is the start for us to continue to explore and test and learn new ways of bringing our electrified brand stories to life and showcase our own product innovations in an environment that fits with our innovative leadership brand values,” said Nissan GB Marketing Director Nic Thomas.

Nissan explains that each artwork comes with a unique QR code that, once scanned, allows users to enter Nissan’s metaspace. The environment will automatically load and instructions given as how to connect two electric power leads together to open the artwork portal and move around the electrified city, the Nissan Ariya will descend onto a platform in the center of the room whilst users can explore each piece of art.

Working with a WebXR-enabled browser the campaign delivers a visual, interactive, and entertaining art experience across multiple platforms including mobile, desktop, and VR.

“With the Nissan Electric Lab you can get really close to the new Nissan ARIYA and the campaigns artists electrified artwork; in fact, you can literally step into it with a Meta Quest headset for a fully immersive experience or explore it in 3D on your mobile or computer,” said Meta Creative Shop Global Creative Lead Barry Christie.

The advertising campaign is set to run for the next two months. Nissan worked closely with advertising agency TBWA to develop the campaign, assisted by Quantum Universe (Metaverse experience builders) and Warm Storm (creator marketing).

Orders for the Ariya are now being taken, with the first deliveries expected in to arrive in August.

Photos from Nissan

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