Nissan seeks to focus UK customers on ‘adventure’

Nissan is underlining its “adventure” credentials in an integrated campaign to promote its range of 4×4 motors.

The campaign has been created by TBWA/London and will include television, press advertising, sponsorship activity and style books to drive people to the website

The campaign, called “Adventures on the 24th Parallel”, features a 40-second television spot, which breaks this week.

It follows travel presenter Saba Douglas Hamilton across Argentina, South Africa and Namibia – the 24th parallel of latitude – and is shot as reportage.

The website features two mini-documentaries of her adventures, along with a range of branded content, such as adventure holiday details, travel content from media partner National Geographic, competitions and adventure film updates.

Nissan will also be sponsoring an Adventure Film Festival at Vue cinemas in September. Nissan’s marketing director says the campaign aims to “create greater affinity” for the marque through branded content. It follows its “adventure” sponsorship of US cult drama, 24.

Nissan recently also revamped its quarterly direct mailshot, which it sends to 80,000 customers and leads. Created by Tullo Marshall Warren, the mailer supports Nissan’s brand positioning of encouraging consumers to embrace life.

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