|Brand||NISSAN MOTORS INDIA|
|Product / Service||AUTOMOBILES|
|Category||A01. Best Use of Screens|
|Entrant||TBWA\INDIA Mumbai, INDIA|
|Entrant Company||TBWA\INDIA Mumbai, INDIA|
|Advertising Agency||TBWA\INDIA Mumbai, INDIA|
|Nirmalya Sen||Tbwa\india||Account Director|
|Prashant Bhor||Tbwa\india||Art Director|
|Parixit Bhattacharya||Tbwa\india||Art Director|
|Rishi Chanana||Tbwa\india||Art Director|
|Rahul Ghosh||Tbwa\india||Creative Director|
|Parixit Bhattacharya||Tbwa\india||Creative Director|
|Parixit Bhattacharya||Tbwa\india||Chief Creative Officer|
Calls to Nissan dealerships went up by 22%. It led to increased bookings of 7%. And all these with a blink-and-you-miss media outlay.
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.
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.