The Brief

Nissan is very soon going to launch its new hatchback model, Micra in India. Objective was to build awareness and to reach out to prospective customers of this soon-to-be-launched model, Micra, through an on-ground initiative keeping in mind the fact that Nissan Automobiles is a new entrant in Indian industry. Strategy was simple, that is to reach out to as many customers as possible & make them aware of the car, even before it is launched. We decided to do the activity in Malls, so that we get the right TG and that too in high numbers.

Creative Execution

The program itself is structured in such a way that the consumer experiences technology at its best. Technology and the interactive features of the activity worked very well for the brand as the Micra is positioned as a car which uses technology to simplify the consumer’s life. Consumers response has been great so far along with press coverage. This is due to the fact that the wire frame idea or the walk through through an automobile’s portfolio has never been done before in India. Around 10% people were interested in booking the car moment its price is revealed to them and more than 20% gave their contact details for test drive.

Describe the creative solution to the brief/objective.

As a part of the initiative, pavilions with interactive LCD display kiosks as well as AVs with information on the portfolio of Nissan cars were set up at these malls. This was done to build and showcase the Nissan heritage as the brand is new to the Indian market. At the pavilion, a unique wire-frame design of the Micra, by automobile lover Faisal Nensey, was put on display providing prospective customers an opportunity to 'touch and feel' the car and at the same time retain the mysteriousness of a car not yet launched. The actual car will replace it in July 2010. Nationally 12 malls were activated. On an average 450 leads were collected per mall.

Results

All leads generated are closely monitored till it closes or does not close as a sale. Feedback is taken from those leads who eventually did not buy. This is part of the extensive back-end support operation that has been set up by Nissan. Over 6,000 leads were generated in six weeks and over 1,000 pre-order bookings done (updated as on June 30th). Approx footfall in each mall during the activity period was reported to be 45,000.