How Do You Say ARIYA?
TBWA\Chiat\Day New York
Celebrities whose names often get mispronounced give a brief tutorial on how to correctly pronounce the Nissan ARIYA.
Nissan was an early leader in the EV space with the LEAF but had not launched a new electric nameplate in the US in over 20 years.
When it came to releasing their latest electric SUV: the ARIYA, Nissan was the last to market, had the lowest nameplate awareness, and the lowest Google search intent in the Compact SUV EV category. As a result, the ARIYA was so unknown, most didn’t even know how to pronounce it.
Our objective was simple: make the ARIYA a household name on par with Nissan’s other vehicles: LEAF, Sentra, Altima, etc.
How did we do that? We asked celebrities like Anna Faris, Idina Menzel and Josh Duhamel, who often deal with their names being pronounced incorrectly, to record the correct way to say their names. Then, we had them give a pronunciation lesson on something much simpler – how to say ARIYA.
Nissan successfully turned #HowDoYouSayARIYA into a TikTok trend, receiving over 175 million views on TikTok, eclipsing the original #HowDoYouSay trend (37 million views).
The #HowDoYouSayARIYA campaign contributed to an incredible business turnaround for ARIYA; nameplate awareness increased 4 percentage points on TikTok; Google searches for ARIYA increased 437% (overtaking competitor vehicles like KIA EV6, VW iD.4 and Hyundai IONIQ 5); and ARIYA sales increased 14X compared to the previous quarter.