Nissan
Nissan Formula E: Sponsoring Effectiveness Research.
Case Information
Introduction
International sponsoring effectiveness research.
Nissan has been competing in Formula E since 2018. As a leading electric car manufacturer, the all-electric racing championship provides a natural platform for Nissan to showcase its position in electric mobility. Blauw has been Nissan’s research partner for international sponsorship effectiveness since 2014, allowing us to measure the Formula E partnership from the moment Nissan entered the championship.
The Challenge
Formula E was still a relatively young championship when Nissan entered. This meant Nissan needed to understand not only the impact of its own sponsorship, but also how the Formula E fan base itself was developing.
With an international partnership spanning different markets, Nissan also needed a consistent way to track sponsorship effectiveness across countries and over time.
The vision
Sponsorship impact becomes particularly valuable when it can be followed over the long term. Starting measurement from the beginning creates a clear point of reference and makes it possible to understand how both the audience and the impact on the brand develop throughout a partnership.
Using consistent KPIs also allows individual sponsorships and markets to be compared, helping to put the performance of one partnership in the context of the wider sponsorship portfolio.
<span data-metadata="">The solution
<span data-metadata="">Insight into Formula E fans and followers.
Blauw tracks the behaviour and engagement of Formula E audiences in six countries: the USA, Mexico, UK, France, Japan and China. The research measures, among other things, familiarity with Nissan as an electric car manufacturer and how well consumers believe Nissan fits with Formula E.
<span data-metadata="">Sponsorship research in different domains.
Because Blauw conducts research across Nissan’s wider sponsorship portfolio, the same KPIs can be measured and compared across different sponsorships and markets. This makes it possible to analyse which combination of sponsorships has the strongest fit with Nissan and the greatest impact on the brand.
The result
Nissan has a consistent view of how its Formula E audience and the sponsorship’s contribution to the brand develop over time. Rather than looking at individual measurement moments in isolation, results can be interpreted in the context of the partnership’s longer-term development.
The broader portfolio approach also enables Nissan to compare sponsorships on the same KPIs and understand which combinations contribute most effectively to its objectives.
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