Title | HIDDEN COMMERCIALS |
Brand | NISSAN MOTOR CO. |
Product / Service | AUTOMOBILES |
Category | A08. Cars & Automotive Services |
Entrant | TBWA\INDIA Mumbai, INDIA |
Entrant Company | TBWA\INDIA Mumbai, INDIA |
Advertising Agency | TBWA\INDIA Mumbai, INDIA |
Production Company | TBWA\INDIA Mumbai, INDIA |
Name | Position |
---|---|
Parixit Bhattacharya | Chief Creative Officer |
Parixit Bhattacharya/Rahul Ghosh | Creative Director |
Prashant Bhor/Rahul Ghosh/Karan Dang | Copywriter |
Rishi Chanana/Parixit Bhattacharya/Prashant Bhor | Art Director |
Nirmalya Sen | Account Supervisor |
Abhimanyu Sikarwar | Advertiser's Supervisor |
Hriday Dowerah | Producer |
Parixit Bhattacharya/Rahul Ghosh | Director |
Nissan was offering a series of offers on three of their mid to high-end models. It was a limited period offer campaign that came with a rider. No budget for a conventional media campaign. The task was difficult considering that every other car company during this period was running their own offer commercials. The target audience was 25-34 affluent males in urban India. They consume late night television purely as screensaver programming before they go off to sleep. The strategy was to ride on the back of this male TV viewership habit and create a solution that did not depend on a traditional media plan. The idea was to identify late night programs with heavy male viewership and plant our messages in the middle of the programming. The price points will act as flashes in the middle of the programming. The idea was simple, cost-effective and stood out from the clutter of car commercials that only came during the break. And importantly, it communicated the most compelling reason to consider the offer. The price. We tied up with lifestyle channels that had a high viewership within our audience.