To increase the power and potency of the Nissan brand, Nissan and Univision took over the 20th Annual Latin GRAMMY® Awards.
Through innovation, Nissan moves people to a better world. Juanes, Latin GRAMMY® Person of Year, is an artist who has reinvented himself throughout his career, turning him into what he is today. He has stayed true to his culture and values, and used innovation as a way to create music that truly connects and moves people.
We created the spot below to pay homage to his legacy and it played prior to and during the 20th Annual Latin GRAMMY® Awards. Viewers were able to see the progression and career trajectory of 2019 Person of the Year honoree, Juanes, with the music that’s captured the hearts of his fans for decades as the soundtrack of the vignette.
Available with English subtitles below.
Leading up the the Latin GRAMMY® Award Show, we launched Nissan’s Road to Innovation, an exclusive concert series featuring Latin GRAMMY® nominee Sebastián Yatra.
The tour launched on Monday, October 28, in Los Angeles and visited seven major cities across the country before making its eighth and final stop in Las Vegas on Tuesday, November 12, in anticipation of the Biggest Night in Latin Music® – the 20th Annual Latin GRAMMY® Awards – on Thursday, November 14. The tour not only featured Yatra, but also a complete branded experience that concertgoers were able to enjoy.
Upon Sebastián Yatra’s arrival in Las Vegas, we launched a 2-day immersive activation leading up to the award show on the Las Vegas strip that brought Nissan Intelligent Mobility to life by celebrating the evolution of Latin music through the lens of technology.
We built a branded 360 Photo Booth featuring "Tecnología Que Mueve" (Technology that moves) tagline. People had access to the latest 2020 Nissan Rogue vehicle, where a Nissan specialist was available to provide consumers with a car tour on-site. There were also lounge areas featuring branded charging stations, custom interactive branded games on touch-screen tablets, and comfortable branded seating. Consumers were also given the opportunity to enter Latin GRAMMY Sweepstakes for (2) tickets to attend the award show.
One day before the 20th Annual Latin GRAMMY® Awards show, consumers on-site at the Person of the Year Gala were given the opportunity to engage with an interactive wall and branded photo booth before the reception for 2019 Honoree, Juanes, highlighting Nissan’s Intelligent Mobility technology capabilities.
2019 Person of the Year honoree, Juanes, arrived to the Red Carpet for the 20th Annual Latin GRAMMY® Awards in style in the new 2020 Nissan Altima.
This was the first time ever a Person of the Year recipient was featured as a brand ambassador in Latin GRAMMY® history, making this a momentous occasion that drove Nissan’s messaging as an innovator and trend-starter.