Nissan Motor Co. has started its first international marketing campaign in an effort to establish a uniform public image across the world. Chief Executive Officer Carlos Ghosn discussed this worldwide initiative, which is a company's first, last week. The push started April 1 with billboard advertising at 37 airports around the globe.
Ghosn disclosed that this year, the worldwide brand campaign will be introduced in areas like major global airports, reaching more than millions of people with the same, consistent message. The campaign will have the tagline, "Innovation that Excites." It will showcase the same logos, wording and colors, but it will be customized to suit the local markets.
Nissan intends to extend advertising to events that get the automaker's corporate sponsorship like the motorsports. Moreover, the advertising will feature a "what if" question.
An example flaunts the company's around-view monitor which provides drivers with a 360-degree view outside their vehicles. The advertisement asks, "what if a car could change how you see the world?" Executive Vice President Andy Palmer explained that the campaign "resonates around "innovation that excites."
He further stated that this is "very close" to their brand positioning statement, "which is innovation and excitement for everyone." Moreover, he related that the campaign line is already used everywhere. Under the midterm business plan that Ghosn launched last summer, nurturing a potent brand is the company's "top priority."
He wants to modify the company's pedestrian image into that of a technology pioneer by featuring products like the GT-R sports automobile and the Leaf electric car. The company's brand value follows that of top Japanese competitors, according to branding consultancy Interbrand. Interbrand has advised the automaker on how to enhance its image in the European region.