Carat made Twister attractive to a new female audience, by giving them unprecedented access to exclusive new Big Brother content - The Twister Diaries.
Our objective - Sell more Twisters, through broadening Twister's appeal to young women.
Our idea - Provide a truly integrated brand/product association as part of the Big Brother content. Viewers were encouraged to buy a Twister to obtain the access code needed to access exclusive Twister Diary content on the Big Brother website.
The results - More than 75,000 entries were received and our in-program content returned tremendous value estimated at over $4.8 mil.
Launch Micra in Australia to an audience who had an aversion to visiting dealerships
Our Idea
Bring the Micra information to her, in her language to deliver social validation and help build her confidence to reach the final step. Using a combination of magazines, radio and TV we created bursts of information which combined to deliver the full package she needed to buy the Micra
The results
Micra launched to a stunning 5.3% market share and dealer feedback was that the communications campaign had been so strong they barely had to even sell the car
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.
