Having planted a flag in the ground that proudly waves the Nissan badge with its ongoing “Look Closer Nissan Delivers” marketing campaign, Nissan North America, Inc. (NNA) is taking on the competition in a new multi-media effort that utilizes third party quotes to highlight Nissan vehicles’ “excitement edge.”The new advertising, which encompasses broadcast, print, interactive and direct mail, begins airing today and will continue for the foreseeable future.
One television spot, for example, utilizes a pair of automotive enthusiast magazine quotes about a competitor to the Nissan Altima. “Perfectly boring automobile,” says AutoWeek. “Dull as dishwater,” claims Car and Driver. A Nissan Altima then slides across the screen wiping off the quote lettering while the voice-over announcer explains, “Good thing for you, quality doesn’t have to be boring.” Other executions focus on Altima’s horsepower and torque advantage versus the competition and highlight Altima’s top segment ranking in the J.D. Power and Associates’ 2009 Initial Quality StudySM (IQS) award. The ads also include Nissan’s value positioning and financing availability.
“We’re using the words of leading automotive authorities to make our case, both in terms of driving exhilaration and quality, then closing the deal with our strong value story,” said Christian Meunier, vice president, Nissan Marketing. “We want buyers to understand that you get more in a Nissan, including excitement – more than Toyota and Honda. Consumers’ dollars today must go farther so their choices must be smarter. And Nissan delivers.”
The campaign was created in conjunction with Zimmerman Advertising, Fort Lauderdale, Florida.
