Nissan launched a challenging new series of poster and print adverts in order to highlight the fact that the Nissan 370Z and the flagship Nissan GT-R have superior performance but the cost less than their German rivals.
"The Winner Hans Down," "The Germans Came Off Wurst," "Kaisers Chiefed" and "Deutschland Deutschland "ber-Rated"... these are the tongue-in-cheek phrases used in the campaign in order to make people ask why they would buy German brands when the Japanese cars can offer the same performances at more accessible prices.
What Nissan did is: they taken an Audi TTS manual coupe around the streets of London blazoned with the words: "More expensive, slower and less powerful than a Nissan 370Z", but also a Porsche Cayman bearing the slogan: "I dream of being as fast as a Nissan 370Z" on the side.
It has become quite a common belief that German sports cars are the only yardsticks for performance as well as quality. A Japanese carmaker doesn't agree.
In fact, it has expressed its disagreement in a very dauntless way – by highlighting in its ad campaign that the vehicles of its German rivals have performed worse despite being more expensive than its 370Z and GT-R models.
First, Nissan launched the campaign by putting up a huge billboard on the British Film Institute IMAX cinema in London, using phrases like 'The Winner Hans Down,' 'The Germans Came Off Wurst,' 'Kaisers Chiefed' and 'Deutschland Deutschland Über-Rated.'
Most recently, Nissan has had a Audi TTS coupe and a Porsche Cayman driven around London with stickers announcing their "true capabilities." For instance, the Audi TTS coupe features a sticker with the phrase "More expensive, slower and less powerful than a Nissan 370Z," while the Porsche Cayman has its sticker saying "I dream of being as fast as a Nissan 370Z."
Nissan is not yet finished with its campaign. It plans to continue its campaign in the next six months through outdoor poster sites and in magazines. According to Steve McLennan, Nissan's marketing director, the campaign challenges the convention that German sports cars are the only benchmark for performance and quality.