A city partner dedicated to giving you a high-quality life.
Nissan Leaf
Adevertising Sales Proposal
Problems: The relatively high purchase price ($49,990 plus on road costs) and the limited network of recharge stations especially beyond the metropolitan areas.
Challenge: Get the Nissan Leaf on the consideration (shopping) list for city car purchasers.
Target audience: Urban Professionals with small kids (or no kids) who commute mostly within the metropolitan areas and are concerned about the environment.
Task: To convince Urban Professionals that the Nissan Leaf is a city friendly hatchback.
Research
Target audience profile:
Female Australians are more willing to accept electric cars than males. At the same time, more than 40% of electric car users and potential users are mainly concentrated in first-tier cities; from the perspective of application preferences, electric car potential users prefer video and travel relatively Class application. In terms of age, young people aged 35 and below have a higher acceptance of new energy vehicles.
Competitors profile:
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Hyundai Kona Electric.The all-electric version of Hyundai's popular small SUV, the Kona, has had a midlife facelift, with increased range, revised styling and new technology. Claimed electric range: 484km (WLTP). Price: From $62,000 before on-road costs.
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Kia E-Niro. A new small SUV from Kia that's been on sale overseas for several years, but is likely to land in Australia for the first time in mid-life facelift, long-range form.Claimed electric range: 450km (WLTP).
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Mazda MX-30 Electric. An all-new small SUV (similar in size to the Mazda CX-30) that will be offered with both mild-hybrid and all-electric powertrains.
Client /
Nissan Leaf
Role /
Media strategist
Agency /
Dragon
One
Studio
Year /
2021
Insight:
Environment pollution is getting serious. People yearn for a more environmentally friendly, convenient and intelligent driving experience.
SMP:
Nissan Leaf, a city partner dedicated to giving you a high-quality life.
Campaign(Oct 2021 to March 2022)
Launched a campaign called Born to be a city Explorer. Carry out a one-week road test drive experience and "treasure hunt" activities. Set up different Nissan sites in the city for test drivers to check in. Every time they arrive at a Nissan station, the driver can get rewards such as car coupons, car audio, and car perfume. Meanwhile, Nissan will donate the same amount of money received by test drivers to environmental protection organizations.
Execution:
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Outdoor Advertising. The screen media LED can be used mainly for delivery. Place advertisements in central areas such as airports and railway stations.
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Online Advertising. Create a YouTube pre-roll ads based on how Nissan Leaf helps city life. It will be broadcast on YouTube every weekend from January to March 22.
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Print ads. Published articles about Nissan's performance, appearance, price, and advantages in automotive magazines.
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SEO(Search Engine Optimization). By performing a full SEO audit, I identify the keywords that will be the most impactful for NISSAN LEAF. Electric car, environmentally friendly and city friendly. When people search for these words, they are automatically linked to Nissan’s website. Increase the visibility of keywords and Nissan’s website, thereby increasing sales opportunities.
