In collaboration with the agency OMD, Publica4 has realized the first Panorama Ad for Nissan powered by Astara. The image effect is intended to anchor the campaign in the minds of the target group. A preview of the format is available here for Desktop and Mobile.
"By introducing these new advertising formats, we are able to further intensify awareness of our Nissan brand and successfully position the brand," says Nicolas Gspan, Marketing Communications Manager at Astara Switzerland.
Responsible at Astara Mobility Switzerland: Nicolas Carbonell (Marketing Director), Muriel Laporta-Asté (Head of Advertising & Media), Nicolas Gspan (Marketing Communications Manager). Responsible at OMD: Monika Mäder, (Communication Director), Sibylle Gabriel (Senior Communications Consultant). Responsible at TBWA Switzerland: Shari Jork (consulting), Mark Levay & Marco Kamber (creation), Marc Pflug (image editing & DTP). Responsible at Publica4: Luca Maier (Chief Sales Officer).
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In their latest branding campaign, Nissan cooperated with OMD and technology expert YOC. Strategy development and operational execution were in the hands of OMD, while YOC was responsible for the technological setup. For the first time in Switzerland, the AI solution "VIS.X AI" developed by YOC was used.
The campaign, which highlights Nissan's 0.0 percent leasing offer, was able to achieve above-average CVR of more than 70 percent with outstream video formats, according to a release. That value is typically only achieved with non-skippable instream formats, it said. From an ad video, the AI generated up to ten different high-impact video formats that were delivered automatically across devices. The AI continuously adjusted the delivery of the special formats, which enabled a significant optimization of performance.
In addition, the campaign had seen a significant increase in click-through rate (CTR) from an initial 0.33 percent to an average of 0.57 percent. In the first week, the CTR was 0.35 percent, but had risen to 0.87 percent in the final week. The success of the campaign shows the immense importance of AI-powered marketing, OMD says. The AI used a mix of machine learning predictions, statistical and historical data, and publisher ad content performance.
Responsible at OMD: Monika Mäder, (Communication Director); Sibylle Gabriel (Senior Communications Consultant). Responsible at Nissan: Muriel Laporta-Asté, (Head of Advertising & Media), Nicolas Gspan (Marketing Communications Nissan). Responsible at YOC Switzerland: Erwin Boldt (Sales Manager); Joshua Ulmann (Creative Solution Manager).
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The second campaign, "Nissan Mountain Days," underscores the diversity of the model range, which has very different mobility needs depending on the region. For the campaign, the agency added a large portion of "Swissness" to Nissan's global branding.
The third campaign that TBWA was able to implement for Nissan rotated on all possible channels in February and March. In the context of a 0.00% leasing campaign, all Nissan models were advertised, with which one drives electrified thanks to the brand's own technology "e-POWER" - and without ever having to take a charging break. To do this, they interpreted the term "unplugged" more broadly, which is now being applied thematically in a variety of ways and is to be established in the Swiss automotive vocabulary. "We want people in Switzerland to say they drive when they drive a Nissan," TBWA says.
To make the "unplugged" concept even more street-savvy in Switzerland, TBWA initiated and creatively manages a collaboration between Nissan and MTV Unplugged.
The legendary concert format is coming to Switzerland for the second time this year. And Stress, one of the most important Swiss rappers, is performing a series of unplugged shows as part of it. A campaign with various activations, especially on social media channels, puts the Lausanne rapper behind the wheel of Nissan.
TBWA\Buzz delivers the social content
The in-house Buzz social media unit provides content for Nissan's social channels.
Vhe responsible at Astara Mobility Switzerland (responsible importer Nissan Switzerland): Nicolas Carbonell (Marketing Director), Muriel Laporta-Asté (Head of Advertising & Media), Nicolas Gspan (Marketing Communications Manager), Kaled Haqparwar (Head of Digital & Customer Experience), Benjamin Merzbacher (Mobility Solutions Specialist). Responsible at TBWA\Zurich: Angelo Sciullo, Stephanie Seematter, Marco Kamber, Alisea Ferrara (creation), Jasmine Segginger, Shari Jork (consulting), Michelle Steinauer, Andrej Perko, Andrei Oros-Stanculescu, Lucas Germann (TBWA\Buzz), Fabrice Studer (TBWA\VIDO).
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The Finns attach great importance to privacy, which makes them not so dissimilar to us Swiss in this respect. After all, many Swiss also value privacy and their personal space.
When Finns wait for the bus, the individuals in the waiting group spread out evenly at a respectable distance from each other, avoiding any interaction. Photos of such situations - taken by puzzled and amused passers-by - can be found all over the Internet, proving that this is indeed how it often goes.
Nissan and TBWA Finland were inspired by this phenomenon and relate it to the adaptive cruise control in the Nissan - because both automatically keep their distance.
Japanese society is ageing. The population is set to shrink by a third by 2060. Japan is the fastest ageing country in the world with a low birth rate. Young people, who are already in short supply, are training well, turning to "modern" professions and often emigrating abroad due to the gloomy forecasts for the future. As a result, traditional skilled trades in particular are under pressure, as they are in danger of dying out. And with them, knowledge and skills that have been developed and passed on over centuries.
That bothers Nissan. Not only because a piece of Japanese culture is in danger of being lost. But also because the company is losing an important target group. With the Caravan series, Nissan has been making an important contribution to Japanese working life for decades. And the Japanese working world has made an important contribution to the company's positive results.
Nissan has therefore recently launched the campaign "The Professional of Japan". The 90-second viral film leads to the website "Caravanist Base". On display are Japanese craftsmen who have mastered their trade in the truest sense of the word.
https://www.youtube.com/watch?v=t8_Tny_3YhA
The campaign aims to appeal to the pride of the Japanese and arouse the interest of the younger generation in traditional professions. It's a purely Japanese affair, by the way - as is usual in the Land of the Rising Sun, you will search in vain for an English translation. Thanks to the Internet, we are still watching. (hae)
When the ball starts rolling again in the Raiffeisen Super League and the Brack.ch Challenge League in just under three weeks' time, Japanese car manufacturer Nissan will be part of the action. As the new Official Sponsor of the Swiss Football League, it joins existing partners Allianz Suisse, Sporttip and Swisscom and benefits from extensive advertising presence in the two top Swiss leagues. The partnership was brokered by Infront Ringier Sports & Entertainment Switzerland, the exclusive marketing partner of the Swiss Football League.
Expansion of sports sponsorship
The sponsorship of the Swiss Football League is further proof of Nissan's enthusiasm for sport. "As a proud partner of the UEFA Champions League, we are delighted to now also be a mobility partner for football in the Swiss market and to be able to present fascinating matches to our customers," explains Cédric Diserens, Managing Director of Nissan Switzerland. Claudius Schäfer, CEO of the Swiss Football League, adds: "We are delighted to have another strong brand in Swiss football. This partnership will further strengthen the Raiffeisen Super League and the Brack.ch Challenge League. I am convinced that our platforms will help the new sponsor Nissan to achieve its communication and business goals."
Via the DEC, the content of the Nissan website can be distributed on YouTube and Facebook and thus reach a significantly larger audience. The background to this campaign is the marketing promotion of the Nissan Freeride World Tour FWT during the 2011 season, according to a Nissan press release. The launch of the DEC will be accompanied by a Europe-wide media campaign that is already drawing consumers' attention to the DEC through more than 30 specifically selected sales channels.
Via the DEC, Nissan can broadcast its program on YouTube, Facebook and its own website and also address viewers via the Google Content Network. The basic idea is not to push advertising messages to consumers, but to be present on the Internet with attractive content when visitors are looking for entertainment and are willing to engage with the content, says Bruno Mattucci, General Manager of Marketing Communications at Nissan Europe. The aim is to bind a large target group to the brand in the long term. The aim is to build a solid community around the brand.
The idea for the DEC came from the company Digitas, which designed the DEC platform and is now also responsible for editing the content. For example, the clips from the TV series "Freeride Spirit" are edited so that they are more suitable for broadcasting on the internet and for adding soundtracks. In addition, Digitas partner Performics is currently working on establishing and promoting the Facebook community "Nissan Sports".
The Nissan media strategy was developed in collaboration with OMD. On the digital media side, an extensive YouTube campaign has been launched, targeting a very specific audience of winter sports enthusiasts as well as a wider audience of sports and car fans through promotional videos, pre-roll commercials and teaser videos, which are displayed based on the selected categories and browsing behavior. The DEC and media campaign will also accompany the other major marketing initiatives Nissan has planned for the mountains this winter, such as "Fresh Tracks". This will offer skiers and snowboarders in four resorts (Avoriaz, Formigal, Livigno and Verbier) the opportunity to ski untouched slopes for up to an hour before they are opened to the general public. Nissan is also sponsoring three participants in this year's FWT - Aurélien Decroz, Xavier de Le Rue and Marja Persson - as well as FWT World Champion Geraldine Fasnacht, who will not be competing herself this year but will be mentoring up-and-coming freeriders during the tour.