Nissan brings ‘human emotion’ to campaigns

Nissan is repositioning to focus on innovation as it looks to bring more “human emotion” to its communications.

Under the banner “Nissan. Innovation That Excites” the new strategy will concentrate less on how its cars interact with the environment and more about the “excitement and thrill” people get from driving its vehicles.

A European campaign is set to roll out in the coming days to promote the Nissan Juke crossover car, across TV, outdoor and press.

The 60-second TV spot, soundtracked by The Horrors, will show the car being assembled in a series of adventure sport situations. A design installation focusing on the inspiration behind the Juke’s design will recreate the car’s assembly with parts of a dune buggy, motorbike, canoe, snowboard and wet suit, and will feature online and in press.

The push, dubbed “Built To Thrill” was created TBWALondon, TBWAG1 and Else.

Bruno Mattucci, Nissan Europe marketing communications general manager, says: “This campaign aims at strengthening our brand opinion whilst positioning Juke as a unique premium crossover in the [supermini/subcompact segment].”

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