Nissan to highlight its ‘hidden gem’: technology

The Japanese car brand is preparing to launch a pan-European campaign for the Nissan Qashqai, which goes on sale in Europe this weekend (13 January).

Activity will launch in the UK on 17 January with a Shazam enabled TV ad and mobile game that aim to show how the car’s built-in technology “opens up the city”.

The car brand wants to highlight the “advanced technology” such as Nissan Connect, the in-car communications system that connects to smartphones, that comes as standard on the car.

The game simulates the car’s in-built Around View Monitor, which uses four cameras to provide drivers with a 360 degree view of the vehicle to aid parking.

Print ads will also include QR codes to direct consumers to the brand’s mobile site and the game.

Gareth Dunsmore, marketing communications general manager for Nissan in Europe, told Marketing Week: “One of Nissan’s most hidden gems is the technology we have in our cars. We’ve never really communicated it. We’ve communicated in a way that tries to do things differently and go against the grain, but what we’ve not done is shown – in an entertaining, engaging way rather than a features and benefits way – is what our cars are about and what innovations we have. The Qashqai ads bring that out nicely. It shows a normal drive but in a fun, interesting way with lots of spin off activity, but at the heart it’s showcasing two tech features on the car.”

Dunsmore adds: “Gaming is not just young guys who are really into computer games but also a mass audience of people who are playing games on mobiles, in newspapers or online. It fits with what we call a ‘tech seeker’ – not necessarily a ‘geek’ or fast adopter but someone who uses technology to get more value from their life. That can come through enjoying a game.”

A campaign in December saw the Nissan Juke Nismo launch as a car users can drive within mobile driving game Asphalt 7: Heat.

Read our cover feature on Nissan’s efforts to become better at story telling here.