Nissan approached Carat to create stand out in a cluttered car market...

Our Objective

Allow Nissan to stand out in a cluttered car market and deliver against an audience who shun traditional advertising messages.

Our Idea

Traditional advertising was not the solution so Nissan needed a platform which delivered a local feel to a corporate core target market.  The audience love sport and we wanted to find a clean space.  Skiing was indentified as a core activity which matched the Nissan brand values.  The answer was to deliver the Nissan sports adventure touch to the slopes of Hotham.  The activity covered mail outs, on-line, outdoor, ambient, print and fleet vehicles.  NIssan also tied in with Warren Miller's tour to ensure that the link was taken off the slopes to a wider audience.

The results

The activity received 70% brand recall and sales were up 3% in a category which was 10% down.

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