Nissan launches global marketing campaign, ads placed at 37 airports

Article by Christian A., on May 15, 2012

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.

GT-R is undeniably Nissan’s most iconic flagship performance vehicle; and for 2013, it is made available both in Japan and in Europe (2014 Model Year in the US), complete with improvements in terms of response times, greater stability and sharper handling.

Its 550PS 3.8-liter twin-turbocharged V6 engine has been upgraded, making the 2013 GT-R the star of the Nissan range. Due to these improvements, the engine is able to generate improved responses from the mid and upper rev ranges. The dampers, springs and front anti-roll bar have also been modified which improved the GT-R’s high-speed stability and traction, and also offer a more refined ride and higher level of driving experience.

For the 2013 GT-R, a sprint from 0-62mph (0-100km/h) is easily achieved in 2.7 seconds, 0.1 second quicker than the its previous model. At a testing in May 2012, the 2013 GT-R finished a lap through Nürburgring in just 7 minutes and 19.1 seconds, faster than it has ever been.

It has also been revealed by no other than GT-R’s creator, Kazutoshi Mizuno, that 0.5 second was lost to traffic during the 2013 GT-R’s lap at the Nürburgring so that it is actually capable of doing the lap in just 7 minutes and 18.6 seconds (compared to the 2012 model’s 7 minutes and 21 second lap).

To be able to create the latest technology found in the 2013 GT-R, data had been collected during the 2012 Nürburgring 24-Hour race in Germany where two near-production GT-Rs competed. The information gathered was then used to make modifications on the 2013 model.

Coming from a line of performance vehicles which stretch back to more than four decades, the Nissan GT-R is definitely the go-to four-wheel drive super-coupe. Since its debut, the aggressiveness and uniqueness put to its styling, combined with its exemplary performance, catapulted the GT-R to a throng of fans and rave reviews. Since then, it has received subtle upgrades every time a new model year is released.

Topics: nissan, marketing

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