Brief Explanation

To develop a radio spot that would build awareness around the launch of the New Nissan Sunny, with its EXTRA LARGE cabin. We went above and beyond the brief. We decided to dramatize the ‘spaciousness’ of the Nissan Sunny on radio in a refreshing manner. And, with India’s top Radio Channel – 92.7 Big FM – we found a way to do just that.

Results and Effectiveness

The entire activation ran for over 14465 seconds across the nation and reached over 14.8 million radio listeners. The launch also reached over 200000 users on Twitter. The media covered the activation extensively. Most importantly, we launched the Nissan Sunny, on Radio, in an innovative and disruptive way that drew customers to the Nissan showrooms like never before.

Creative Execution

It all began with a teaser campaign that ran on 92.7 BIG FM stations, across 10 Indian cities. Then a digital campaign prepared Nissan and Big FM followers to the name change. Finally, on April 02nd 2015, the change was unveiled by the Bollywood actress Sonakshi Sinha and famous funnyman Cyrus Barocha to the world – 92.7 BIG FM was now 92.7 BIIIIIIIGGGG FM. The ‘Big’ change was carried through to the radio shows where they ran without ads, giving listeners more songs and content. More contests were held and space was made for a new show by funnyman Cyrus Barocha.

Insights, Strategy and the Idea

Our primary audience was a male (30-40 years) driving a slightly premium hatchback. One of the first few things that this audience demands from his car is space, which the Sunny has plenty off. While thinking of the channels of communication, we realized the best time to reach this man was when his desire for space was at its peak – stuck in his small car, in the midst of a traffic jam, on his daily commute. So it was only appropriate to choose Radio as one of primary media channels to talk this man.