Art or Advertising? Nissan ``Pirates'' Own Ads in Multicultural Youth Marketing Campaign for Altima
CARSON, Calif.--July 14, 2003--Billboards? Boring. Radio ads? Dull. Run-of-the-mill, everyday advertising isn't quite reaching today's youth, so Nissan North America, Inc. (NNA) has created "ElectricMOYO," a new campaign for the Altima sedan in which Nissan's own advertising will be "pirated" with unique art and branded content.
While some companies may simply change a commercial or billboard as they adjust their campaigns, Nissan is literally altering the face of its own advertising to multicultural youth by creating artistic messages over existing billboards, wild postings and other advertising in select markets. In addition, Nissan will "pirate" its own Altima radio ads, channeling in messages of inspiration from the voice of ElectricMOYO, a young, professional, spoken-word artist serving as the voice of the ElectricMOYO campaign.
"We've been looking for innovative ways to communicate with forward-thinking, media-savvy multicultural youth," said Jon Cropper, senior manager for youth and urban communications, NNA. "Through our ElectricMOYO campaign, we'll break through the everyday clutter of advertising and generate positive messages that will resonate with this young audience."
The ElectricMOYO campaign builds on an existing Altima campaign called "Who Are You," which launched on June 30. This campaign, which demonstrates the values of freedom, access and respect by capturing the uniqueness of the Altima and its owners, is designed to reach a broad multicultural audience.
MULTI-MEDIA REACH ...
"ElectricMOYO" was created to speak directly to multicultural youth by incorporating many aspects of their lifestyle into the campaign, such as music, poetry, the Internet and art. This new campaign officially kicks off today with radio spots, events, outdoor advertising and an official "ElectricMOYO" website (ElectricMOYO.com).
The campaign will unfold over the coming weeks, with billboards and "Who Are You" Altima wild postings being "pirated" immediately, while Nissan will "pirate" into Altima radio spots throughout the summer.
"The goal is to get these youthful, creative and open-minded people to visit ElectricMOYO.com, where they can share ideas of 'freedom, access and respect,' the pillars of the ElectricMOYO campaign," added Cropper.
ELECTRICMOYO ADVERTISING ...
Imagine this -- everyday, people drive by what appears to be a typical Maxima billboard. They notice the Maxima gracing the face of this board as they drive by. Today, however, something changes, someone has painted enormous stereo speakers over the wheels of the car with a message that merely says, "ElectricMOYO.com".
And then this same phenomenon takes over the radio. For weeks people have been listening to Nissan Altima ads, but today, these ads are interrupted by something unlike anything they've ever heard before. It seems a young woman has tapped into the airwaves and is communicating directly through their stereo speakers. She says, "Do not touch your ears. We are adjusting your frequency of truth, recalibrating your setting to fun. ElectricMOYO is here. Before they get a clear fix on my location and stop me from jamming your regularly scheduled station, be sure to hook up with us at ElectricMOYO.com, where the people are free, the knowledge runs naked and everyone gets respect." She goes on to share a fable and one of her ElectricMOYOisms "Oh, don't forget, fun is not currency, it's free."
The audience has just experienced ElectricMOYO for the first time, but it won't be the last. This "pirate" MC will be back with more words of wisdom, through billboards, wild postings around town or right through their very own stereo speakers.
THE VOICE OF ELECTRICMOYO TAKES TO THE STREETS ...
Following the billboard, wild postings and radio ads, a 10-city tour will kick off in Chicago on July 31. The MC will be making appearances at more than 150 local events with her customized ElectricMOYO Altima, disseminating the ideals of freedom, access and respect to multicultural youth across America. In certain cities, the MC will be hosting art demonstrations, as well as interviewing local trendsetters from a variety of fields, including film, fashion, art, music, technology and travel.
In addition to Chicago, the ElectricMOYO road show will embark on New York, Philadelphia, Baltimore, Atlanta, Miami, Houston, Dallas, Los Angeles and Washington, DC. Youth from around the country will be able to follow the tour through the official ElectricMOYO website, which will be updated regularly with current information on where the MC will be appearing and will contain messages about her trials and tribulations while on the road.
ELECTRICMOYO ALTIMA ...
Altima was chosen as the focal point for this campaign because of its wide appeal, offering distinctive exterior design, dynamic performance and technology systems, choice of a powerful 4-cylinder or V6 engine and inviting price point. The customized ElectricMOYO Altima has been converted into a mobile broadcasting studio with multi-media monitors, custom hi-output sound-system, digital camcorder, bullet-camera on the windshield pillar, laptop computer and movie projector. The MC for ElectricMOYO will host huge events right from the trunk of the car.
"We wanted to develop marketing communications that would directly impact a young multicultural audience in an honest and compelling way," said Steve Wilhite, vice president of marketing at Nissan. "We recognize this group to be an important and highly-influential segment of our business. By incorporating elements such as art, music and a touring MC into our work, we can actively engage this audience, share interesting information, and build upon dialogue we began earlier this year. The Nissan brand and our products are all about design, performance, and innovation. Our approach to marketing should be the same."
All creative for this campaign was designed by Nissan's transcultural agency True, located in Playa del Rey, California.
About Nissan North America, Inc.
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissanusa.com or contact the corporate media line at 310-771-5631.