Nissan is introducing branded clothing and merchandise to sell at “fashion” markets including London’s Camden and Spitalfields ahead of the launch of its Qashqai model.
It follows a viral campaign for the compact sports utility vehicle, which launched before Christmas, to direct consumers to a website featuring a fictitious urban sport named Qashqai Car Games. The website shows a series of online films featuring “professional” Qashqai drivers completing “jaw-dropping stunts”. The unbranded clips are supported by a microsite complete with the rules, teams and a history of the fictional sport.
TBWA/London, TBWA/G1-Europe and digital agency Duke developed the campaign, which is aimed at 25- to 35-year-old urban males. The media is through OMD.
Clips of the stunts were seeded across 2,246 websites, resulting in 9.3 million hits in the two months to mid-December.
The latest activity is designed to make the concept live in the “real world”, and includes a fleet of branded trucks, fanzines and merchandising including T-shirts and caps as worn in the clips.
Nissan GB marketing director Justin Elias says it is designed to move the brand to “a more mainstream audience” while building on the “underground” concept.