NISSAN has today launched a new brand campaign aimed at capitalising on the phenomenon that is Sir Chris Hoy.
The “Hoybot” imagines a fantasy world in which Britain’s greatest Olympian could be, in fact, a cyborg created by Nissan.
The story is being used as an exciting and entertaining way of showcasing Nissan’s prowess in innovative vehicle design and technology.
Nissan says the company and brand ambassador Sir Chris have the same spirit, determination and bold approach, while embracing new technology and ideas was also key to the Olympian’s success.
The “Hoybot film” will be launched in cinemas from today and will appear for the next two weeks during one of the most anticipated films of the year, Star Wars: The Force Awakens, during which time it is predicted to achieve in excess of 2.4 million admissions.
Those who have downloaded the ‘Cinime’ app will also receive an interactive “Hoybot” graphic novel. The novel allows the user to navigate their own way through the story, making key decisions as to which path to take by activating Hoybot’s fantastical features, which are inspired by Nissan technologies such as Blind Spot Warning and Moving Object Detection, to overcome obstacles.
The “Hoybot” film will be hosted on the Brand Hub on nissan.co.uk where users can also access the graphic novel. Both the film and the graphic novel will be promoted through Nissan’s social media channels and YouTube.
