PRESS LAUNCH

TitlePRESS LAUNCH
BrandNISSAN
Product / ServiceNISSAN 370Z
CategoryD01. Event & Field Marketing
EntrantCANDID MARKETING Mumbai, INDIA
Entrant Company:CANDID MARKETING Mumbai, INDIA
DM/Advertising Agency:CANDID MARKETING Mumbai, INDIA

Credits

Credits

Name Company Position
Team Candid Candid Marketing Pvt. Ltd. Team Candid

The Brief

To launch the Nissan 370Z in India in an innovative way which stands out from the numerous press conferences the press are invited to.

Creative Execution

Using an airport to launch a sports car was the attraction of the event, which blew the press out of their mind. This fact was worth celebrating for the Mumbai motorsports fans. This unorthodox approach of revealing the 370Z in action hit bulls-eye as proven by the coverage the launch got.

Describe the creative solution to the brief/objective.

The press invitees boarded two open roof double decker buses at the secondary airport in Mumbai. The buses moved side by side along the runway. A Nissan 370Z branded trailor approached the buses from the opposite direction. At the precise moment the rear dropped down and the 370Z zipped out and did rounds/laps in front of the press. After showing the car in action – it was revealed to the press. Narain Karthikeyan, India’s best known F1 and GP1 Driver did the drifting and donuts in the rear wheel drive coupe. Thereafter, Questions and Answer session was done at a hangar.

Results

200 people from the press attended and were a part of the event & appreciated the launch. All leading dailies and auto publications covered the launch.