Nissan – Feel Electric Campaign

Director of Technology

HELO, a British experience creation studio

> Fused human emotions with electric driving, utilizing biometric sensors
> Featured a custom lighting system connected to the driver’s physiology
> “Feel Electric” redefined the electric vehicle experience, generating viral positive buzz

Illuminating Emotion – Nissan’s Electrifying Fusion of Technology and Passion in Manchester

In the heart of Manchester City, United Kingdom, in October 2021, an unprecedented event unfolded that seamlessly melded human emotion with the cutting-edge realm of electric driving. This innovative campaign, orchestrated by HELO London in collaboration with Dark Horses for Nissan, transcended traditional automotive showcases. It ventured beyond technical specifications to highlight electric vehicles’ profound emotional resonance and experiential dimensions (EVs).

Video of the Nissan HELO Biometric Driving Experience.

The Vision Behind the “Feel Electric” Experience

In its quest to redefine the electric vehicle experience, Nissan embarked on a mission to illustrate the intimate connection between human emotions and electric driving. The campaign, aptly named “Feel Electric,” leveraged Nissan’s partnership with Manchester City Football Club, setting the stage for a spectacular live stunt. The aim was to create a visceral visual representation of the driver’s emotions, using the Nissan Formula E vehicle as the canvas.

Technology Meets Emotion: The Nissan Formula E Vehicle

The star of the campaign was the Nissan Formula E vehicle, equipped with cutting-edge biometric sensors. These sensors were designed to capture a wide array of the driver’s emotional responses, including heart rate, skin conductance, and brainwaves. This biometric data became the input for a real-time light show, with the vehicle’s exterior transforming into a vivid display of the driver’s emotions. Through colors and patterns, the car exterior visualizes the excitement, concentration, and thrill experienced by the driver, turning the vehicle into a moving spectacle of human feeling.

The Spectacle of Light: A Visual Feast

One of the campaign’s most striking features was its real-time light show, which ingeniously translated the driver’s emotions into a visual feast. This was achieved through a custom lighting system developed by HELO, which is capable of projecting an electrifying display without altering the Nissan Formula E vehicle’s integrity. The innovative use of electro-luminescent paint and a custom-designed wiring harness allowed for a seamless integration of technology and design, creating a spectacle that captivated onlookers and online audiences alike.

Media Buzz and Viral Sensation

The “Feel Electric” campaign quickly caught the attention of media outlets and social media platforms, generating a buzz that propelled the event to viral status. The stunning visuals and the novel concept of visualizing emotions through light captivated a global audience, showcasing Nissan’s innovative approach to electric vehicle promotion.

HELO Showcases Electrifying Campaign for Nissan and Manchester City Partnership

The Impact: Fostering a New Perception of EVs

The overarching achievement of the “Feel Electric” campaign was its ability to foster positive associations between human emotions and the performance of electric vehicles. It highlighted the exhilarating experience of driving an EV, moving beyond conventional focuses on efficiency and sustainability to touch on electric mobility’s emotional and sensory pleasures.

Testimonials and Team Insights

Sebastien Buemi, Nissan’s Formula E driver, shared his exhilaration, stating, “To see my emotions and excitement light up the car was very cool.” This sentiment was echoed by Tomasso Volpe, Nissan’s global motorsports director, who emphasized the campaign’s success in visualizing the electrifying essence of human emotion and electric power.

Conclusion: A Milestone in Automotive Innovation

The “Feel Electric” campaign is a testament to Nissan’s innovative spirit and commitment to enhancing the electric vehicle experience. By bridging the gap between technology and emotion, the campaign showcased the Nissan Formula E vehicle in a new light and redefined perceptions of electric driving. It serves as a shining example of how creative collaboration and technological ingenuity can create unforgettable experiences that resonate with audiences worldwide.

In the end, “Feel Electric” was more than just a campaign; it was a groundbreaking exploration of the symbiotic relationship between humans and machines, charting a future where driving is not just about getting from one place to another but about feeling alive.