Nissan’s Most per Dollar Mktg Campaign for Versa
In support of the roomy, all-new 2012 Nissan Sedan, which is on sale now at Nissan dealers, Nissan revealed Thursday a fully integrated, multi-platform “Most _____ per dollar” marketing campaign.
Celebrating the most legroom and headroom of any compact car available in North America, according to the company, the campaign creative approach places a central focus on Versa Sedan’s expansive interior.
It tells the story through vibrant, playful imagery and video footage of big hair, crossed legs and friends comfortably piling into the stylish new 5-passenger compact sedan.
The campaign kicks off August 29, 2011.
“The all-new Versa Sedan gives us a lot to work with, literally, with the most space, legroom, headroom, trunk room and technology per dollar than any car in America,” said Jon Brancheau, vice president, Marketing, Nissan North America, Inc.
“Versa Sedan also has the lowest starting M.S.R.P. in America at just $10,990 and a long list of innovative features, such as dual injector engine technology – messages that we’ll drive home in equally innovative ways.”
The centerpiece of the campaign is a new “First Person” digital experience designed to bring the roominess to life. Providing an immersive experience using iPad 2 gyro technology, viewers are placed in the car. From the perspective of the driver or a passenger, rich panoramic views offer visibility from every angle, while vibrant imagery tells the narrative.
The “First Person” spots were directed by music video director Olivier Gondry.
The new campaign also includes a number of interactive social promotions, including a way to take fans on the road with the new Versa Sedan. With its “Most _____ per dollar” features, the new Versa Sedan is also a facilitator of great experiences, says the company.
Beginning in mid-September via Nissan’s Facebook Connect enabled website, myversaroadtrip.com, users can create their own road trips by selecting their routes and inviting their Facebook friends to come along.
They can then submit their trip, tell Nissan why their online journey should be made into a real one and share it with their social networks.
Five winners will be selected to receive a 2012 Versa Sedan and take the road trip they submitted with their friends. Along the journey, the winners will submit updates, tweets, images and other content from the road so users can follow them on the website.
For additional content, all five Versas will be outfitted with stop-motion cameras inside and out. When the trips conclude, the footage will be used to create mini road-trip movies to be shared in an online film festival. The community will judge the films, giving them a chance to win prizes as well.
Utilizing the iPhone’s gyro technology, users are taken on a 360° experience inside Versa’s all-new interior. Then outside on a street scene, three Versas show off the new exterior design as the colorful scenery spins around the user.
Shot along with all other campaign components, the iAd is filled with the same bold and vibrant characters from the TV spots. They bring the car to life in unique and playful ways – hats swap out, shoes change and phone messages play – as the user intuitively controls where they go next.
The Versa “Most _____ per dollar” campaign will also be featured across other platforms, including broadcast TV, radio, multicultural, print, out-of-home, web, interactive, YouTube and direct. A print partnership with Time, Inc. includes featured spots in Money, Sports Illustrated, People, Time and Entertainment Weekly.
The campaign was created in conjunction with TBWA\Chiat\Day Los Angeles, which developed elements including TV, out-of-home, radio, digital banners, print, iAd, social and music programs. Critical Mass, Calgary, was responsible for the web, mobile and tablet extensions, and OMD handled the media buy.
Photo courtesy: Nissan