Nissan reinforces Qashqai’s leadership position in major new advertising campaign
- ‘Never Second Best’ concept reminds customers that Qashqai is the original crossover
- New TV commercial to air in over 15 European countries
- Part of wider 360 online and offline marketing campaign including digital, retail & CRM
- Watch the video here
Paris, September 1st, 2016: Nissan Europe today unveiled a major new advertising campaign for its flagship Qashqai crossover vehicle which emphasises its position as the first automotive brand to launch the segment. Tagging the Qashqai as the ‘original urban crossover,’ the campaign reminds viewers that the Qashqai was the first and remains the best crossover of its kind and to never settle for second-best.
Created within the Nissan United structure by partner agencies TBWA & Digitas LBI, the narrative tells the story of a man going about his daily life while fixated on a white Qashqai that continues to impose itself in his life, with the implicit message that Qashqai is the best choice to make. The advert closes by revealing the Qashqai N-Vision special version that comes with Around View Monitor, technology that positions Qashqai as a step ahead.
Featuring a soundtrack from indie rock band Royal Blood, the advert employs a bold new look, feel and tone of voice. The provocative, playful tone is an evolution from that of previous Nissan adverts, which were more focused on vehicle functionality than emotional resonance.
Ending with the tag line ‘if you go with second best, there will always be second thoughts,’ the advert emphasises that the Qashqai is the original, benchmark of the category, reassuring prospective customers that they are making the right choice.
“The first of its kind in the crossover segment, the Qashqai continues to be hugely popular,” said Jean-Pierre Diernaz, Vice President, Marketing, Nissan Europe.
“While there are new entrants to the crossover market, the ‘Never Second Best’ campaign emphasises that the Qashqai is still the original and best in the segment. We appreciate that buying a new car is not an easy decision to make and this advert reassures our potential customers in a playful and provocative way that prompts a new, bolder direction for Nissan advertising.”
Scheduled for distribution in selected European countries from September 2016, the advert will be rolled out across Europe by January 2017. The ‘Never Second Best’ concept for the Qashqai is part of a wider 360 online and offline marketing campaign that will be deployed across all channels including digital, social, retail and CRM.
ENDS
About Nissan in Europe
Nissan has one of the most comprehensive European presences of any overseas manufacturer, employing more than 17,000 staff across locally-based design, research & development, manufacturing, logistics and sales & marketing operations. Last year Nissan plants in the UK, Spain and Russia produced more than 635,000 vehicles including award-winning crossovers, commercial vehicles and the Nissan LEAF, the world’s most popular electric vehicle. Pursuing a goal of zero emissions and zero fatalities on the road, Nissan recently announced its Intelligent Mobility vision. Designed to guide Nissan’s product and technology pipeline, this 360 degree approach to the future of mobility will anchor critical company decisions around how cars are powered, how cars are driven, and how cars integrate into society. Nissan is positioned to become the most desirable Asian brand in Europe.
http://www.newsroom.nissan-europe.com
About Nissan Motor Co., Ltd.
Nissan is a global full-line vehicle manufacturer that sells more than 60 models under the Nissan, Infiniti and Datsun brands. In fiscal year 2014, the company sold more than 5.3 million vehicles globally, generating revenue of 11.3 trillion yen. Nissan engineers, manufactures and markets the world's best-selling all-electric vehicle in history, the Nissan LEAF. Nissan’s global headquarters in Yokohama, Japan manages operations in six regions: ASEAN & Oceana; Africa, Middle East & India; China; Europe; Latin America and North America. Nissan has a global workforce of 247,500, and has been partnered with French manufacturer Renault under the Renault-Nissan Alliance since March 1999.
Media Contacts:
Katherine Zachary, Nissan Europe
KZachary@nissan-europe.com
Tel: +33 172 672 922
Mob: +33 629 531 599
