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I lost my car keys! Nissan’s New Marketing Campaign March 20, 2007

Posted by K.C. in advertising, Auto's, Internet, media.
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           Recently, Nissan North America began a campaign to promote its next generation car technology, particularly the new push-button ignition system that will soon be available on most of its cars. Nissan is attempting to use a different style of advertising that will target only a specific niche of consumers. Unlike previous Nissan advertising, their campaign will not be mass marketed on traditional media outlets. Instead, Nissan will be loosing car keys at clubs, bars, and concerts in hopes of targeting a more “in” young crowd. The keys will be on a key chain that include actual metal car keys, a card that says,

“If found, please do not return,” because the Altima “has Intelligent Key with push-button ignition, and I no longer need these”  

      The key chain also includes a short paragraph about the Nissan Altima, and a gas card that can be redeemed online for entrance into a sweepstakes and $15 worth of gas. Nissan used the True Agency who use guerilla style marketing and have been used for previous Nissan advertising campaigns. While the keys are fake, Nissan hopes to target consumers who are less influenced by traditional marketing campaigns and attract traffic to its newly updated website.

           

        This type of guerilla marketing is more prevalent in large cities where advertising space both, on the street and on TV and the internet is scarce. Personally, I think guerilla type marketing is very powerful and if I were to find a set of these keys, I would visit Nissan’s web site.     

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Comments»

1. Stacey Swift - March 20, 2007

I give Nissan credit for this creative marketing approach, however I would not take this approach. I do not feel the marketing plan is very informative, in order to learn more about the product the customer must take the time to go to the webcite. Additionally, it will not reach that many people, only a few individuals. I think the money could be better spent on creative commercials that will reach more people and be more informative about its cool new products.

2. wilson7 - March 20, 2007

I see Nissan losing several potential customers with this new marketing strategy for the fact that they will not reach as many consumers with this technique. With mass marketing millions of people are reached because the product is everywhere but with this guerilla marketing they will not reach as many people which will make their sales decline. It will be interesting to see how well this new strategy will do in the year to come.

3. partnerwithanthony.wordpress.com - May 24, 2014

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“The man who fights for his fellow-man is a better man than the one who fights for himself.” by Clarence Darrow.


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