The Nissan 370Z was the latest iteration in the ‘Z’ legacy, dating back to 1969. Over the years, the category had become increasingly competitive. The main differentiators for the 370Z were ‘under the hood’, meaning people really had to experience driving it to appreciate its performance - difficult to do on a large scale.
If someone couldn’t relate to the 'feeling' of driving a 370Z, what other experiences could they relate to? To make the performance of the 370Z more tangible, an exploration into human exhilaration was conducted. A 'human subject' was filmed in a series of intense experiments, including a lap in a 370Z - defining the world's first exhilaration scale.
A vertically scrolling digital experience was created to showcase each experiment and the results. Using heart rate measurements recorded during each experience, the 370Z saw the highest peaks and sat at the top of the scale.
Over an 8 week period, sales targets were exceeded by 85%
