But how do you inspire those in Russian regions who lack resources and have accomplished most of what they can achieve at a young age?
To demonstrate that you don't need much to rise, we chose a territory which has never been leveraged by any car brand yet culturally trending: Street Workout.
It's an affordable personal practice to boost energy and develop the drive to improve.
First, we inspired them with a manifesto video (generating over 2 million organic views).
Then we traveled to key cities to grow the street workout culture with master classes and competitions (attracting thousands of visitors and generating hundreds of test-drives).
The impact was so incredible that the Russian workout federation volunteered to join our cause.
It inspired the most famous sports blogger in Russia, Sergey Badyuk, to become part of the change.
Together with Datsun he created a nationwide viral challenge where each city competed to win a modern Street Workout space for their region. This is how Datsun woke up Russia’s hunger for achievement and empowered them to rise.