The Campaign

The automotive industry in India is one of the largest in the world and one of the fastest growing, with the bulk of this growth driven by entry-level cars bought by young consumers under 35. But it is also a highly competitive market with many competing brands hoping to connect with the fickle target audience whose communications needs have dramatically evolved. Nissan launched its Micra model in July 2010, knowing that an engaging communications platform that enabled young consumers to express themselves and play a role in driving Nissan Micra sales would be critical.

The Brief

• Position Nissan Micra as an exciting and vibrant car brand for Indian youth and directly connect and engage with this key target audience section. • Use media relations to take the message to a broad base and drive traffic to digital channels. • Increase Nissan’s coverage on Facebook. At the start of the campaign, the number of likes were in the low hundreds.

Results

• 31,000 Nissan Micras sold since launch through March 2012 • Program harnessed power of both social and conventional media • Campaign received over 2,300 video auditions from target audience • By April 2012, 538,712 people on Facebook liked Nissan India page; 7,400 people on site were talking about it • Within a month of launch of campaign in November Nissan had second largest Facebook community in India among automakers, with one of highest engagement rates • By February 2012 Nissan India leader of online space becoming first international automobile company in India to cross 500,000 community fan base on Facebook brand page • The final 4.5 minute video had been seen by 50,722 people on YouTube • The Nissan Micra saw over 500 test drives across 65 dealers since the launch of the campaign. • A two-minute cut of the video was screened across 115 movie theatres in India

Execution

Nissan’s “The New Star of India” campaign centred around Facebook to leverage powerful influence of Bollywood. Crowdsourcing engaged target audience calling on consumers to participate in first-of-its-kind entirely online audition for Bollywood movie with Ranbir Kapoor. Participants asked to upload trial videos, vote and select o-stars, help produce movie by shaping plot, choosing music, and naming characters. Nissan selected best videos, picked 20 winners and began on-ground activity across 9 city malls creating buzz. Media drove awareness for campaign, creating interest in Nissan India’s Facebook page and later showcasing winners. To accomplish this, program extended into smaller towns which enjoy widespread Bollywood influence. In a roadshow that travelled from Mumbai across India with live Facebook auditions across India, young aspirants auditioned at high traffic locations. Facebook activity culminated in an extravagant four-and-a-half minute film shot in Ramoji Film City Hyderabad, starring Ranbir Kapoor, 100 Nissan Micras and 20 Facebook winners.

The Situation

In India’s crowded and intensely competitive car market, effective differentiation had become a key challenge, especially at the entry-level car segment. With every other brand claiming similar attributes, the elbow room for differentiation was stifling and the market had become commoditized. Being a late entrant further made difficult Nissan’s efforts at positioning and finding a space for itself in the Indian market. Nissan needed something new to reach a mass youth audience across the country and not just the urban metros where most campaigns focus their efforts.

The Strategy

In October 2011, Nissan created a digital platform that connected the target audiences to Nissan Micra’s brand ambassador, Bollywood star Ranbir Kapoor, encouraging consumers to express him/herself through creative and imaginative methods. The idea was to invite the target audience to join in and have control of a product and use their social networks to connect with as wide a youth base as possible. However, in India, traditional media still plays an important role, and the best digital platform can only reach a critical mass when it is covered by mainstream, trade and youth relevant media. The campaign was designed to reach as many audiences as possible through a combination of articles that publicized the digital activity, with regular updates on its success and supporting PR whenever activity such as mall events were arranged.