Hello Fellow Listers,
Received the following press release and thought the list might find it of
interest. Nissan will change it "Ad Plan" beginning September 4, 2002. The
theme will move from "Driven" to "Shift" with the hype surrounding the 350Z
to be the center attraction or center fold of the campaign.
One of the interesting features will be the "Radio Billboards" broadcasting
over "AM" radio features (probably so the Datsun Roadster drivers can tune
in for a message or two).
The Nissan brand has made major inroads in the U.S. market. One of the keys
to their plan to increase sales by 1,000,000 vehicles next year is the Halo
effect of their lead car. Or in other words something like Chevrolet's
Corvette, Dodge's Viper, Ford's Thunderbird, etc. The 350Z hopes to draw
non-Nissan customers into the showroom to look at the 350Z. While
Non-Nissan customers are there, they might "shift" to buying a Nissan
Maxima, Altima, etc.
Still "Enjoying the Ride," but would enjoy it a lot more with 30 degrees
less heat.
Regards,
Mark Gill
Denton, TX
'Driven' given the 'Shift_' in U.S.
Nissan, with new product, gets new ad plan
By Joe Kohn
Automotive News / August 22, 2002
NEW YORK -- Nissan Division on Wednesday took the wraps off of a new
advertising plan that will try to reach the hearts of North American
consumers.
The plan, beginning Sept. 4, will supplant all current Nissan advertising
and other communications -- which are succeeded with the tagline "Driven."
The new plan, which Nissan prefers to call a marketing platform rather than
a campaign, will be built around the tagline "Shift_" -- the focus of Nissan
Motor Co.'s global image campaign, which was started early this year in
Japan.
It will feature a series of brand-building advertisements showing footage of
important events in life and history -- a home video showing a child's first
step, a shot of immigrants arriving to America, news footage of Germans
tearing down the Berlin wall.
"A confident and revitalized Nissan needed a bold new approach to our
marketing," says Steve Wilhite, Nissan vice president of marketing. "It will
be about who we are and what we stand for."
The word Shift will be followed by a compliment that will match the
advertisement's message. Commercials for the Nissan 350Z sports car, for
example, will feature taglines like "Shift_passion," "Shift_speed" and
"Shift_dreams."
Much of the marketing will be focused on Nissan's halo car, the 350Z, which
begins delivery in September.
"The challenge becomes how to spread the Z magic to other vehicles," says
Rob Schwartz, executive creative director at TBWA/Chiat/Day, Nissan's
advertising agency.
Television ads for the Z will feature black-and-white still photographs of
the car, and the reactions from onlookers.
Nissan's new platform also will feature unique uses of media, such as the
radio billboard -- a billboard that posts a frequency to an AM radio
station. Passers-by who tune in will hear
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