Nissan's Shift Campaign Moves to New Level with Next Generation Shift 2.0
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By Marty Bernstein
AIADA Contributing
Editor
Tag lines – the catchy phrases near a
brand’s logo in print ads or spoken mellifluously in broadcast
commercials – are standard in most automotive and other products
advertisements, no matter the medium. It’s rare when they are well
done or memorable.
Some have longevity and help develop the
brand’s image. Most don’t. Nissan’s recent ad campaign
with the tag line – Shift – is the exception.
First used four years ago, the Shift campaign has remained constant,
consistent and creative. Many others have (pardon the pun) shifted campaign
themes and creative all too frequently, I believe, to register with the
consumer.
Earlier this month, Nissan launched a fully
integrated, multi-vehicle marketing platform entitled, “Next
Generation SHIFT_2.0,” which highlights the next generation of Nissan
vehicles to be introduced over the next seven months.
Jan Thompson, vice president of Nissan marketing
said, “’Next Generation SHIFT 2.0” builds off
Nissan’s successful global platform of SHIFT. Borrowing
‘2.0’ from the world of technology, we wanted to remind
consumers that Shift is not only more than a tagline, it’s an
invitation for the next generation of Nissan drivers to experience the next
generation of Nissan thinking.”
The new campaign touts several “next
generation” Nissan technologies in a mix of traditional and
non-traditional media. TV, print and out-of-home placements generate
awareness for the five new models and showcase key technologies, while the
Internet provides the central hub for deeper product information.
Rob Schwartz, executive creative director of
TBWA Chiat Day, Nissan’s advertising agency, commented, “The
thought behind “SHIFT_2.0” was to come-up with a short-hand to
demonstrate this next generation notion. So, SHIFT_2.0 is the next level of
Nissan thinking. It’s intended to mark a moment in time. It reminds
everyone that Nissan is delivering a higher level of emotion with its new
products with extensions including Joy_2.0, Exhilaration_2.0, and
others.”
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| Nissan’s "Car Company 2.0" print ad |
In the new campaign, a TV spot called “The
Roads TV” introduces each new car launch over the next few months as
a way of reminding consumers that Nissan is delivering a higher level of
emotion with its new products. Then, each model delivers its next
generation/2.0 message with individual launches beginning with the Quest,
which is known as the “Magic Bus” with special technologies.
For example, “Multiplex 2.0” showcases the in-vehicle DVD
player as a “next generation” way to view a movie. A large
outdoor board in
Other new models will follow their own unique
technological positions. In addition to TBWA Chiat Day of Playa del Rey,
Jun 30, 2006