Nissan Motors is launching a campaign in order to celebrate the production of the 1 millionth British built Nissan Qashqai.
The integrated campaignwas created by various agencies, and includes below the line activity by Tullo Marshall Warren, above the line activity by TBWA\London, digital advertising by Digitas, with media planning by Manning Gottlieb OMD.
Adverts use an image of the Qashqai with a paintball 1,000,000 graphic, in keeping with the model’s ‘urbanproof’ positioning developed by TBWA. Nissan is giving away the millionth British built Qashqai in a paintballing shoot out at the O2, where the car is currently on display.
The press ads include a Metro cover wrap that reads ‘The millionth Nissan Qashqai. As ground-breaking as the first’ followed by a timeline depicting the model since its launch in 2006. Direct mail adverts feature the strapline ‘You’re one in a million...’ and acknowledges the individuality of the Qashqai customers who have contributed to the model’s milestone.
Yasmin Al Jeboury, Nissan CRM Manager, says: “The Qashqai is a real British success story. Its innovative design makes it one of a kind and its launch marked the creation of not just a new car but a whole new category.”