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FUSE & TRO help Nissan champion the fan for UEFA

Experiential agencies FUSE and TRO, both part of the Omnicom group, are working on Nissan’s project to celebrate the Barcelona v Juventus UEFA Champions League Final in Berlin this weekend with an innovative experiential fan experience. The UEFA Champions Fan Festival will take place at the Brandenburg Gate, where 100,000 fans are expected to visit and see trophy make its final journey from the Fan Festival to the Olympic Stadium in a special one-off e-NV200 vehicle. Nissan’s Fan Festival activation, designed and built by Fuse Sport + Entertainment and TRO, features a range of activities for fans to engage with. Fans will also be tested on their football skills as they attempt to recreate Nissan’s TV advertisements. A hundred Nissan electric vehicles are being used by UEFA in Berlin and the automotive manufacturer will also leave a lasting infrastructure legacy from the event in the form of multiple EV charging points around Berlin. Gareth Dunsmore, GM 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 at TRO, said: “We are excited to unveil Nissan’s brand activations at the UEFA Champions League Final later this week. 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.” TRO has been working with Nissan in the UK since 2011 and award-winning campaigns include Nissan’s brand centre at The O2 – The Nissan Innovation Station and Goodwood Festival of Speed. The agency was awarded 2014 Eventia Agency of the Year.
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