Nissan campaign plays on rivalry

Nissan is launching an outdoor campaign to highlighting its superiority over German rival sports car brand Porsche.

The campaign follows on from the England v Germany World Cup match which saw England defeated 4-1 last Sunday  (27 June).

The campaign will take over London’s biggest outdoor ad site, located at the IMAX cinema and includes press ads in men’s lifestyle and motoring titles.
The outdoor ads feature a number of executions using slogans such as: “Deutschland Deutschland, Uber-Rated”, “The Winner Hans Down”, “The Germans Came Off Wurst,” and “Kaisers Chiefed.”

They feature images of the Nissan GT-R and 370Z. The campaign was created by TBWALondon and is the latest in Nissan’s marketing push to pitch itself directly against rivals Audi TT, BMW Z4 and Porsche’s Boxster, Cayman and 911 and promote the performance credentials of its GT-R cars and its 370Z sports car range.

Steve McLennan of Nissan Motors GB says the campaign aims to leverage the “healthy rivalry that exists in the automotive sector” and “challenge conventions”.

He adds that Nissan is “challenging the convention of German sports cars being the only benchmark for sports car performance and quality.”

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