GTR MILLIONAIRE NIGHT

TitleGTR MILLIONAIRE NIGHT
ClientTAN CHONG MOTOR SALES
Product / ServiceNISSAN
EntrantMINDSHARE SINGAPORE, SINGAPORE
Entrant Company:MINDSHARE SINGAPORE, SINGAPORE
Advertising Agency:MINDSHARE SINGAPORE, SINGAPORE

Credits

The Campaign

Singapore was in the middle of a recession in 2009 Everyone was tightening their belts, even the rich were not spared It was hardly the best time to launch Nissan’s most expensive production sports car But Nissan needed at least 50 affluent guests on the GTR launch night But shopping for a brand new sports car was the last thing on their mind as they had bigger worries To them, knowledge and network are the most powerful assets to navigate the economic crisis To appeal to their immediate concern, the best way was to talk about the economy, not about the car But we needed someone who has an authority on the subject. So we approached the man every businessman would listen to Mr. Song Seng Wun, renowned regional economist and one of the most quoted business personalities in the media, agreed to grace the event as keynote speaker

Success of the Campaign

83 affluent guests attended the event, surpassing Nissan’s target by 66% 15 guests signed up for test drives in one single night, surpassing the GTR’s daily average test drives by 1,400% It was a perfect mix of business with pleasure, and a campaign with an ideal integration of direct marketing, magazine advertising and activation.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

With him, we built a programme for a business networking night for affluent guests to learn and exchange business knowledge To reach the right audience, we tapped into Millionaire Asia magazine’s rich database of affluent people - by sending direct mailers to them They were invited to a night for the rich to mix business with pleasure… The campaign extended its reach with an editorial coverage in the September 2009 issue of Millionaire Asia

Credits

Name Company Position
Jimmy Lim Mindshare Executive Director