Nissan launches 'Innovation that Excites' channel on MSN

The co-created channel will be live for 12 months

Nissan Motor GB Limited has worked with Microsoft to help launch MSN Innovation, an editorial channel on MSN.

Designed to showcase innovation across all walks of life, the dedicated content complements the brand’s ethos of ‘Innovation that Excites’ and is tailored to appeal to Nissan’s target audience as well as those who are passionate about all things innovative.

The year-long deal between Microsoft Advertising and Nissan, which sees display advertising featured throughout MSN, was brokered by Manning Gottlieb OMD, and sees TBWA creating Nissan content and digital assets. Channel content created by MSN’s editorial team, aims to reflect Nissan’s brand positioning with products showcased including the 100 per cent electric LEAF, Juke, n-tec, Note, Qashqai, NISMO, GT-R and GT Academy.

“We see the launch of the Innovation Channel with Microsoft as a great platform to continually engage consumers in the UK with unique and varied content, and the variety of exciting projects that Nissan have coming up in 2013 and beyond,” explained Nissan UK marketing director, Guillaume Masurel.

A dedicated MSN editor will commission original channel content to maintain the quality, with editorial focusing on five categories, ‘design’, ‘planet’, ‘personal’, ‘tomorrow’ and a fifth pillar dedicated to Nissan’s viewpoint on innovation both inside and outside the automotive sector.

James Hayr, head of solutions at Microsoft Advertising, commented: ““Our belief is that great advertising revolves around great storytelling….MSN Innovation enables Nissan to tell its brand story in a new, credible way that integrates original, engaging content to create a unique experience.”

Manning Gottlieb OMD account director, Glenn Burchnall, added: “With their heritage in innovation, technology, research and development – Nissan and Microsoft are a great match. Working with Microsoft will enable us to amplify Nissan’s rich innovation story to a mass, engaged audience and continue our commitment to providing innovative comms platforms on behalf of the Nissan client in the UK."

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Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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