Nissan CARED4 brand launches with Chapter


By The Drum Team | Editorial

April 30, 2012 | 1 min read

Nissan has appointed Midlands agency Chapter for the launch and ongoing communication of its new used cars brand CARED4.

The Nissan CARED4 brand launched nationally during April through press, outdoor, radio, digital, dealer communication and point of sale.

Kieran McMenamin, Nissan's retail marketing manager, said: "Chapter really got to the essence of CARED4. They combined a really strong identity and campaign that works across the board at every touch point."

Chapter's joint creative director Ian Boulter explained: "It was vital to develop a coherent and distinctive campaign that created confidence at every level, right from a 48-sheet through to a handover pack."

Fellow creative director Martin Heffernan added: "Buying a car, whether it’s new or used, is a significant purchase to the majority of households so used car customers want to be treated just the same as new ones. That’s what CARED4 is all about. Understanding the importance of that and then capturing it creatively and effectively helped win the business."


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