Nissan creates Automagic across Indian metros with the new Xtronic CVT
by Vasundara R Marketing | October 15, 2014 | News
Nissan recently concluded a two month long experiential campaign on October 5 across key malls in five metro cities to educate the consumer about the driving advantages of the new Xtronic CVT over a regular automatic or manual drive car. Communique was given the mandate to execute this campaign.
“We won the pitch after multiple rounds and translated the brief into a large format, exciting, entertaining-yet-educative experiential consumer activation – the Nissan Xtronic CVT Automagic,” said Tuhina Bapuli, Senior Manager. - Client Servicing & Business Development, Communique. “Based on our understanding of audience behavior and attention span, we decided bring alive the proposition without inundating the consumer with technical jargon. Thus, the campaign communication strategy took a two-pronged approach – engage the audience with the product USP via an entertaining ‘musical storytelling’ route and create an impactful, credible touch and feel product experience.”
An ‘Experiential Present-ainment’ capsule was conceptualized – a 15 minute Live, Broadway style Production that both educated and entertained the audience. The storyline had the protagonist take the audience on his ‘before & after’ lifestyle journey with the Xtronic CVT and how the technology impacted and changed his life. The storyline integrated inputs from the engineer on location & the CVT (Continuously Variable Transmission), turning information into enjoyable entertainment.
This was followed by a live demonstration of the Xtronic CVT by engineers on-site. The cut section of the transmission gave a peek into the science behind the magic of Xtronic CVT. Post-demo, audience participated in an engagement via a custom produced Web App based platform, where they interacted using multiple devices – tablets and smart-phones– answering product centric questions and taking home exciting prizes. This not only re-enforced Nissan’s Innovation positioning but also gave real time reports on audience participation and a transparent summary of the audience learnings in an instant.
Inspired by the Nissan design language - a sharp, futuristic 30’ x 30’ experiential zone was set-up with 2 Xtronic CVT Cars, cutmodel and working model of the Xtronic CVT on display and a large LED screen that amplified all engagements on-site.
Visibility for the campaign was pegged at 10 Lac, outreach at 5000 +, 3500 Demonstrations and 1200+ Presen-tainment log-ins were detected for the audience-response based product engagement, with a remarkable rate of Test Drive requests.
“People are still mostly unaware of the benefits that the superior CVT technology offers, which is a smoother drive and better fuel efficiency than any other automatic technology. The campaign concepts were extremely engaging and in line with Nissan’s innovation DNA. We also weaved in an interactive technology driven audience response system that gave real time reports on audience participation. Goes without saying that the campaign has exceeded projected metrics generating very optimistic numbers,” added Tuhina Bapuli.
Communique India executed the campaign which extols the virtues of the CVT over regular cars in completely non-technical fashion.