Nissan launches fan experience at UEFA festival in Berlin

Agencies Fuse and TRO will be delivering Nissan's Champion the Fan activation at the UEFA Champions League Festival in Berlin, which kicks off today (4 June).

Setting up for Nissan's experiential fan area in Berlin for the UEFA Champions League Festival
Setting up for Nissan's experiential fan area in Berlin for the UEFA Champions League Festival

Nissan will celebrate the Barcelona v Juventus UEFA Champions League Final in Berlin with an experiential fan experience at the festival at the Brandenburg Gate, which more than 100,000 fans are expected to visit.

As Nissan’s fleet of Zero Emission Vehicles will help ‘Electrify Berlin’, fans will be challenged to show their football skills, passion and energy to help power the transportation of the UEFA Champions League Trophy from the festival to the Olympic Stadium on match day in a special one-off e-NV200 vehicle.

Fans will also be tested on their football skills as they attempt to recreate Nissan’s TV advertisements.

Nissan will also be leaving an environmental legacy for Berlin by installing permanent EV charging points around Berlin. More than 100 Nissan electric vehicles are being used by UEFA in Berlin, too.

This weekend marks the conclusion of Nissan’s first season as a UEFA Champions League partner.

The festival activation has been designed by Fuse Sport + Entertainment and TRO, both part of the Omnicom group of agencies. 

Gareth Dunsmore, general manager marketing communications for Nissan Europe, said: "Fuse Sport + Entertainment and TRO have worked very closely with us to help us to establish Nissan as a key member of the UEFA team. They have also been instrumental in developing key marketing initiatives to enable us to get closer to the fans through our ‘Engineers of Excitement’ platform, enriching match day experiences and adding value to the fan’s weekend in Berlin as well as showcasing the development of Nissan’s EV technology through our Road to Berlin initiative."

Sian Bates, client services director of TRO, added: "Not only will we be bringing Nissan’s values of ‘Innovation that Excites’ to life through immersive activities, we will be adding value to the experience for fans through relevant, personal and memorable moments. The power of sporting events and experiential marketing to deliver stronger relationships between brands and consumers continues to demonstrate great return for clients."

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