LoFi Girl on YouTube is getting popular day by day, with scores of people listening to livestreams of instrumental music on it. And automobile company Nissan made use of this popularity and created an advertisement that is four hours long!
Yes, you heard that right.
Generally, regular YouTube viewers and listeners are always in a hurry to press on the Skip ad notification. But Nissan has boldly used this area of advertisement quite creatively, to promote its new Electric vehicle- the Nissan ARIYA, by posting a six-minute ad before Lofi Girl videos.
The Advertisement
The video, titled ‘Enjoy the Powerfully Peaceful ARIYA’, released on 2nd February.
It features the animation of a woman driving the ARIYA, with a soundtrack of Lofi music playing as she makes her way through. It makes for a smooth and enjoyable drive, with the lady casually drumming one finger on the rim of the steering wheel.
Throughout the four-hour video, ARIYA billboards appear in the background as they woman drives through different landscapes, to help reinforce the brand message.
Apart from this, there isn’t anything much happening in the entire four-hour long run.
And yet, the video has become immensely popular. Nissan has also acquired exclusive advertising rights to Lofi Girl content and has worked with Google on this, while The Mayda
Creative Company helped Nissan design and make the ad,
The Lofi Girl Channel
Lofi stands for low fidelity, a genre that combines elements of jazz, hip-hop, and pop to create relaxing and peaceful music tracks.
Acquiring roots in the early 2000s, Lofi music has become a popular genre especially on YouTube.
The Lofi Girl channel streams Lofi hip hop beats 24 hours a day across two ‘radio’ channels.
It has amassed around 12 million subscribers, and is popular for its anime-style icon studying to Lofi beats with her cat.
Response Received
Since its release, the advertisement has been viewed 18m times and is going strong with positive comments pouring in, even after four months.
Nissan’s subscriber numbers have gone up by at least 27,000 and it’s also received 35,000 playlist additions on YouTube.
One of the key takeaways According to Allyson Witherspoon, Global CMO of Nissan, is that “sometimes advertising can be background noise.”
