Nissan plots integrated campaign for new Qashqai push

Nissan has unveiled the latest extension to its ‘Urbanproof’ saga advertising theme, with an integrated marketing campapign supporting the reveal of the new Nissan Qashqai.

The new ads will focus on the updates made to its latest Qashqai model, which will be unveiled later this month.

Nissan says the campaign will be delivered through multiple assets, starting with a Crossover saga teaser, building up the transition towards the new campaign and urging the audience to follow Qashqai’s journey to Urbanproof online.

This will be followed by a TV commercial, which was filmed in Bangkok in December 2009 and created by TBWA G1. Showing the changes to the new model, Nissan says the campaign will “actively reshape its favourite “battlefield”, now mastering its own “Urbanproof” discipline.”

The shoot took over six days to capture, involving a 230 people crew, with 80% shot in ‘real time’. 3D videos will be posted online looking to enhance the product experience and will be backed by a print campaign, issued from the ‘Think outside the Parking Box’ international design competition, which saw over 550 designs submitted, showcasing designers’ own interpretation of the future of urban parking, as revealed by Marketing Week.

Nissan will also unveil a user generated content – through a European competition – allowing users to create their own Nissan ads. Contest winners will be broadcasted in cinemas and online later in 2010, ahead of the launch of Qashqai’s baby brother ‘Juke’.

Jean-Pierre Diernaz, marketing communication general manager, Nissan Europe, says “The crossover category is a key area of focus for Nissan, with our long term aim to make Qashqai a sustainable crossover icon. Our challenge was thus, not only to maintain a strong equity built around the tough & stylish attributes of the car, but to bring it to a whole new level. After showcasing Qashqai in epic urban confrontations in the past including ‘Skateboard’, ‘Play with the City’ and ‘Gangs’, we’ve designed a fresh and daring urban performance: Artistic Paintball.”

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