Nissan readies experiential campaign

Nissan is to launch an interactive brand experience at the O2 arena to build customer engagement with its cars.

The Nissan-branded Innovation Station will showcase future products, including the forthcoming Leaf electric car.

Nissan aims to use the experiential space to build its brand equity by “adding credibility” and engaging with consumers.

John Parslow, Nissan marketing communications director, says: “Media marketing dynamics and car buying behaviour are changing, so we’re showcasing our brand in a different way. We’re focussing on driving experiential marketing and creating a richer brand experience online.”

Visitors to the O2 will be the first to explore the forthcoming Leaf model, which Nissan claims is the “first mass market 100% electric family car”.

The Innovation Station will feature interactive games, virtual experiences, drive simulators and personalised gadgets that allow consumers to interact with the brand and understand how electric vehicles can change the way people live and drive.

Parslow says: “The Innovation Station is more interactive than a Nissan showroom and lets consumers experience the brand in a fun, engaging and playful way.”

“It’s about showing innovation and creativity from all aspects of our business including design, manufacturing and engineering.”

The Innovation Station is part of the car brand’s three-year sponsorship deal with the entertainment venue.

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