Nissan today announced a new marketing platform that addresses the obstacles and challenges of everyday driving, and showcases the advanced technology capabilities of Nissan’s 2016 vehicle lineup that allow drivers to “Take On” whatever challenges lie ahead. Building on momentum following Nissan’s record-breaking calendar year sales in 2015, the new “Take On” marketing platform launches through a series of compelling, feature-focused advertisements and targeted digital content.
“Nissan’s refreshed marketing strategy clearly showcases our brand while celebrating our safety, capability and quality,” said Jeremy Tucker, Vice President, Marketing Communications & Media, Nissan North America. “By putting Nissan’s advanced driver assistance systems at center stage – and telling their story in a compelling way – we are educating today’s drivers on technology available in the Nissan lineup. The message pairs Nissan’s brand-DNA of driving excitement with relevant product information about how our vehicles are engineered to help handle whatever the road may bring.”
The new campaign is a collective work of long-time Nissan United partner agencies, including TBWA/Chiat/Day and Zimmerman Advertising. It is grounded in a deep understanding of consumer insights and the needs of today’s drivers. “It’s no secret that driving has become a chore, with stressful hazards and distractions at every turn. By focusing on intuitive and advanced safety technology and enhanced capabilities, our goal is to give Nissan drivers the thrill of knowing that they have the confidence to overcome whatever life may throw at them,” said Tucker. “To do this, we bring to life the challenges of everyday driving – literally – and how Nissan delivers a solution through advanced technologies.”
In one TV spot, “Angry Cloud,” an exaggerated storm cloud chases a Nissan Rogue through an otherwise sun-drenched city. The driver must escape rain, gales of wind and even lightning strikes using the Rogue’s Intuitive All-Wheel Drive. In “Shark,” produced by partner agency Zimmerman, a driver of a Nissan Sentra avoids a collision with a threatening shark-finned car using Blind Spot Warning, a part of Nissan’s available Intelligent Safety Shield Technologies.
With additional TV rolling out later this summer, the campaign also includes robust digital and social content to complement and amplify the “Take On” messaging across all channels.
