Nissan launches multi-vehicle marketing platform to support the next generation of Nissan vehicles
“Next Generation SHIFT 2.0” builds off Nissan’s successful global platform of SHIFT_. Introduced globally in 2002, SHIFT_ is an articulation of Nissan’s philosophy to look at the car market differently and to come up with better ideas. After its successful underpinning of Nissan’s multi-vehicle marketing strategy for trucks and SUVs in 2005, this campaign builds on the original to demonstrate new technologies and series of improvements made across the Nissan’s car line.
“Next Generation SHIFT_2.0 continues the conversation we started with consumers back in 2002,” said Jan Thompson, vice president of Nissan marketing. “Borrowing ‘2.0’ from the world of technology, we wanted to remind consumers that Shift_ is not only more than a tagline, but it’s an invitation for the next generation of Nissan drivers to experience the next generation of Nissan thinking.”
The campaign touts several “next generation” Nissan technologies in a mix of traditional and non-traditional media. TV, print and out-of-home placements generate awareness for the five models and showcase key technologies like “intelligent key,” and Nissan’s state-of-the-art “next generation” CVT transmission, while the Internet provides the central hub for deeper product information.
The SHIFT_2.0 campaign begins with a new television spot titled “Roads” and reappears over the next seven months, primarily one-week in advance of each new product introduction. In addition to national television spots, the campaign will also be supported by print, outdoor, direct, radio and online advertising.
Also this month, the 2007 Quest will be the first vehicle introduced under the SHIFT_2.0 umbrella campaign. Rollout of other vehicle campaigns include: the 2007 Maxima in July; the all-new Versa in September; the 2007 Sentra in October and the 2007 Altima shortly thereafter.
The 2007 Quest, designed for those passionate, modern moms who want a minivan that defies the segment’s convention, and is supported by a campaign that focuses on the distinctiveness of the premium interior and the stylish exterior design. In the first execution, “Magic Bus,” Nissan uses the classic song of the same title by The Who, as a backdrop for television spots as well as print, online and out-of-home advertising.
Creative is handled by Nissan’s agency, TBWAChiatDay, based in Playa del Rey, California, with support from TEQUILA, The Designory and OMD.
2007 Nissan Quest
The 2007 Quest offers a totally redesigned instrument panel, a new center console available with the Technology Package, available Bluetooth Hands-Free Phone System, dual 8-inch DVD screens, an in-dash CD6 autochanger with MP3 playback and auxiliary audio input, available RearView Monitor and Rear Sonar System, new grille and front bumper fascia and a new “Chili” interior color.