Nissan Promo ULTRASOUND by Lew'Lara\TBWA Sao Paulo

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Industry Cars
Media Promo & PR
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Chief Creative Officer Jaques Lewkowicz
Executive Creative Director Manir Fadel, Luciano Lincoln
Art Director Enzo Giacomin, João Paulo Porto, Diogo Gois
Copywriter Fábio Perazzo
Released April 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: NISSAN
Product/Service: LIVINA
Date of First Appearance: Apr 22 2011
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
CCO: Jaques Lewkowicz (Lew´Lara\TBWA)
Executive Creative VP: Manir Fadel (Lew´Lara\TBWA)
Executive Creative VP: Luciano Lincoln (Lew´Lara\TBWA)
writer: Fabio Perazzo (Lew´Lara\TBWA)
art diretor: Enzo Giacomin (Lew´Lara\TBWA)
art diretor: João Paulo Porto (Lew´Lara\TBWA)
art diretor: Diogo Gois (Lew´Lara\TBWA)
writer: Leo Marçal (Lew´Lara\TBWA)
art buyer: Ana Karina Mello (Lew´Lara\TBWA)
producer: Paola Vianna (Lew´Lara\TBWA)
art buyer: Giuliano Springhetti (Lew´Lara\TBWA)
art buyer: Ale Sarilho (Lew´Lara\TBWA)
photographer: Paulo Barros (Lew´Lara\TBWA)
Media placement: Ultrasound Envelope - Clinics And Medical Offices In Sao Paulo - 22, April, 2011
Describe the objective of the promotion.
To invent a promotion that provides a discount for a car purchase, everybody has done it. What if we created the mechanics, which you got the car for free if you proved with a ultrasonography test that you were having 4 identical children? At this time and age where people are stimulated to have fewer children, this promotion showed that having a family is good, but having a big family is even better.
Describe how the promotion developed from concept to implementation.
We used the biggest competitive advantage Nissan Livina has: the internal space. Only the most spaceful car of the category could hold this promotion. It doesn't matter the size of your family, Nissan Livina always has the size it needs. More children you had, higher the discount would be.
1 child, you would get 5% discount.Twins,15%.Triplets,30%.
Quadruplets? You would get your Livina for free.
We built partnerships with several clinics and medical offices in Sao Paulo who helped us promote and enable the activity. Over there,people were invited to take the ultrasonography test to the nearest Nissan dealership and request the deserved discount, and depending on their luck, drive the car home right away.
Explain why the method of promotion was most relevant to the product or service.
A discount is welcome in any occasion. What could we say about the family car purchase? For some time already, Nissan Livina has been announced as the car made for your family. Nothing more appropriate than offering a promotion that followed the family growth.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion is too recent, therefore we haven´t had measurable results yet.