Return on Intention

Nissan announced its launch of Shift_Musica campaign targeting the hispanic audience. Nissan wants to make an emmotional connection with latinos by sponsoring and creating various musical events that will support the launch of its new models. Nissan co-sponsored the latin grammys in New York and had an after show event celebrating “Day of the Dead.” Using musical themes related to that holyday Nissan aanounced the comming of the new 2007 Sentra. Nissan has planned out this campaign to last well into 2007 and is planing to culminate it with a 30 second spot called “Time Juggler”directed to the hispanic audience in the United States.

Needless to say there is a focal point to all this “new way of comminication” that Nissan has come up with for the hispanic market. Latinos are music lovers and any human beign will easily start associating an event with a song. The focal point is to create a relashionship between music and Nissan. I bet that a lot of people who watched the latin grammys will defenitly have nissan on the back of their mind, and people who attended the special event after the awards show will relate “Day of the Dead” to Nissan.

I like the way Nissan is thinking. They are trying to reach their audience with something that people and Nissan have in common, this case Musica. Come to think of it, it is pretty much like addidas and the 2004 world cup soccer. Lets hope that Nissan’s climax of the campaign doesn’t let anybody down.

Innovative thinking cannot be all that bad…

This entry was posted on Friday, November 3rd, 2006 at 3:51 pm and is filed under New Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.