Nissan North America is taking on the competition in a new multi-media effort that utilizes third party quotes to highlight Nissan vehicles’ “excitement edge.” The new advertising, which encompasses broadcast, print, interactive and direct mail, began airing this week and will continue for the foreseeable future.
One television spot, for example, utilizes a pair of automotive enthusiast magazine quotes about a competitor to the Nissan Altima. “Perfectly boring automobile,” says AutoWeek. “Dull as dishwater,” claims Car and Driver. A Nissan Altima then slides across the screen wiping off the quote lettering while the voice-over announcer explains, “Good thing for you, quality doesn’t have to be boring.” Other executions focus on Altima’s horsepower and torque advantage versus the competition and highlight Altima’s top segment ranking in the J.D. Power and Associates’ 2009 Initial Quality Study award. The ads also include Nissan’s value positioning and financing availability.
The campaign was created in conjunction with Zimmerman Advertising, Fort Lauderdale.