With “Noisy Thinking” at its core, Nissan Formula E is breaking through with culture-led creativity. In an exclusive interview with Nissan’s CMO Matthieu Rouxel and the team at Dark Horses, we found out exactly how they’re electrifying the future of motorsport.
In a sports world dominated by mega-budgets, legacy brands and fierce loyalties, standing out isn’t easy, especially when you’re a relatively new challenger on the grid. Yet Nissan’s Formula E team has not only caught attention; it’s commanding it.
Partnering with creative agency Dark Horses, the team has embraced an unconventional approach called “Noisy Thinking” (a strategy that fuses fast, culture-first creativity with razor-sharp execution). Now the results are speaking for themselves: from flash mobs to follower surges, Nissan Formula E is redefining what it means to grow a fandom in the digital age.
In their latest move, they’ve teamed up with world-champion cheerleaders for a flash mob at the Miami E-Prix, blending Nissan’s Japanese heritage with the bold spirit of American sport.
Cranking up the volume in Miami
Landing in a city like Miami – where sporting culture is as competitive as the traffic – presented both opportunity and challenge. Simon Hanley, Dark Horses strategy director, explains: “Heading to Miami, a city with such a rich sporting culture, is a blessing and a curse. We knew that if we were to compete with a wealth of different sports properties, we’d need to dial up the noise.”
Rather than blending into the backdrop of motorsport clichés, the team leaned into American showmanship. Enter Top Gun All-Stars, the world champion cheer squad rebranded for the event as “Sakura Storm”, a nod to Nissan’s Japanese roots.
“Cultural storytelling plays a massive role in every campaign we execute for the Nissan Formula E Team,” says Simon. The cherry blossom motif, already iconic in the team’s car livery, became the bridge between Japan’s heritage and America’s cheerleading tradition, which was an unexpected but powerful combination.
Unsurprisingly, the flash mob made a splash. “The people of Miami and Formula E fans in general have reacted really positively to the campaign,” Simon says. “One reel on Instagram has just passed 1 million organic views, so this campaign is on course to be our best yet.”
Winning over US sports fans
Cracking the US market isn’t just about making noise but about making the right noise. As Simon puts it: “The US is unique in both its size and scale… Even though traditionally the market has been dominated by the likes of IndyCar and NASCAR, the growing preference of the US audience for fast-paced entertainment lends itself perfectly to Formula E.”
With its shorter, high-intensity race format and eco-conscious values, Formula E feels tailor-made for younger American fans who demand action and purpose.
The Miami activation wasn’t about gimmicks – it was a calculated play to connect emotionally with a new demographic. Judging by the engagement so far, it’s definitely working.
Noisy Thinking: Fast, fearless, and effective
Underpinning all of this is the philosophy of “Noisy Thinking”, a strategic approach that privileges earned media, creativity, and speed over bloated production timelines.
“Noisy thinking is all about driving earned media,” Simon explains. “Our ambition with each campaign is to make the Nissan Formula E Team that little bit more famous.”
The strategy has already paid off handsomely. Across the season, Nissan Formula E smashed its targets, with an organic reach of 42% over target, engagements soaring by 179%, organic views jumping to 208%, and followers increasing by 325K (70% of whom are under 35).
Perhaps most impressively, Nissan Formula E went from being the fifth-most supported team on the grid to number one.
“Sport’s teams and brands can often act and behave in a very similar way,” says Simon. “We were keen not to follow the conventional approach… I guess it’s worked, or we’ve just been very lucky!”
Of course, speed is nothing without quality, and the secret to success here seems to be deep pre-planning paired with rapid execution. It’s also aided by nimble production partners like Concept80.
“The planning for lots of our work does take place quite a long way in advance,” Simon notes. “The execution, on the other hand, is absolutely rapid.”
Trusting creative risk and knowing when to rein it in
Taking bold creative swings isn’t possible without trust between brand and agency, something Matthieu Rouxel, Nissan’s Marcomms manager for Formula E, understands well.
“The team at Dark Horses will often push the boundaries too far, but that’s exactly what we want from them,” Matthieu says. “Naturally, I am here to rein them in. But… sometimes it’s key to take risks to deliver a strong return on investment.”
Rather than simply building visibility, Matthieu is focused on cultivating the Nissan Formula E team’s personality. “For the last few seasons, we like to see ourselves as The Jester of the grid,” he says. “As we evolve, the team is moving from being a plucky underdog to a feisty challenger.”
His cultural shorthand? “Jack Sparrow to Deadpool, if you wanted a movie character equivalent.”
It’s a shift that mirrors the team’s improving performance on the track and one that gives creative campaigns even more permission to act with confidence.
The future of Formula E – and Nissan’s role in It
Looking beyond Miami, both Matthieu and Simon see huge potential for Formula E as a truly global, culturally relevant sport.
“On paper, Formula E has to be one of the most culturally relevant sports out there,” Matthieu says. “There really is no other sport that combines entertainment and purpose quite like Formula E.”
With growing fanbases in the US, Mexico, Brazil, Indonesia and Japan, the opportunity for expansion is enormous. Nissan Formula E’s approach – blending fast creativity with deep cultural resonance – looks set to keep them ahead of the curve.
At its core, this isn’t just about racking up social metrics or stunts for the sake of it. It’s about building a brand and a community that can thrive in the next era of motorsport.
As Formula E and motorsport at large race toward a more sustainable, culturally connected future, it’s clear that creative bravery, not just technical innovation, will decide who wins the hearts of tomorrow’s fans.