PRESS LAUNCH by Candid Marketing for Nissan

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PRESS LAUNCH

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Industry Cars
Media Promo & PR
Market India
Agency Candid Marketing
Released January 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: NISSAN
Product/Service: NISSAN 370Z
Agency: CANDID MARKETING
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: CANDID MARKETING, Mumbai, INDIA
Vice President: Candid Marketing (Team Candid)
Media placement: Event - Pawan Hans Airport, Mumbai - 20th January, 2010

Describe the objective of the promotion.
To launch the Nissan 370Z in India in an innovative way which stands out from the numerous press conferences the press are invited to.

Describe how the promotion developed from concept to implementation
The press invitees boarded two open roof double decker buses at the secondary airport in Mumbai. The buses moved side by side along the runway. A Nissan 370Z branded trailor approached the buses from the opposite direction. At the precise moment the rear dropped down and the 370Z zipped out and did rounds/laps in front of the press. After showing the car in action, it was revealed to the press the driver was Narain Karthikeyan who did the drifting and donuts in the rear wheel drive coupe. Narain Karthikeyan is India’s best known F1 and GP1 Driver. Questions and Answer session was done at a hangar after this.

Describe the success of the promotion with both client and consumer including some quantifiable results
200 people from the press attended and were a part of the event & appreciated the launch. All leading dailies and auto publications covered the launch.

Explain why the method of promotion was most relevant to the product or service
Using an airport to launch a sports car was the attraction of the event, which blew the press out of their mind. This fact was worth celebrating for the Mumbai motorsports fans. This unorthodox approach of revealing the 370Z in action hit bulls-eye as proven by the coverage the launch got.