When Nissan India had planned to launch its premium car the Nissan GT-R in the month of December 2016, the idea was to launch a campaign and let the audience know all about the launch of this new car from its stable in yet another innovative manner. The idea of the campaign was to reach out to not only the Nissan GT-R audience who aspire to indulge into luxury but also other car buyers in order to create a halo effect around the entire car line.
Commenting on the brief from the client, Ashish Bhatnagar, MD North, Omnicom Media Group, said, “Nissan globally is well known for its innovation both in their product and media creativity.For India launch of GT-R a legendary car model in Nissan’s stable, an innovative visual content route via customised Twitter emoji was deployed, targeting aspirants as well as creating a halo effect for brand Nissan.”
India is a key market for the Nissan GT-R looking at the brand objectives and hence launching the car with an impact was imperative. The brand identified and tapped on the growth in consumption of visual content online and hence devised a strategy around the same.
Sanjay Gupta, VP-Marketing, Nissan India, said about the campaign,“The GT-R is a very special car for Nissan. It is the epitome of Nissan’s technology and design, and demonstrates our brand promise of 'Innovation that Excites'. Thereby the idea behind the launch campaign was to reach out to the audiences in an innovative manner which should create excitement in the mind of the consumers. With visual content gaining popularity, Emojis cut across demography and languages. Further customised content helps in enhancing the brand's personality and association levels with fans. We are very happy to share that we are the first auto brand in India and APAC region to introduce a customised Emoji.”
A focused strategy was designed in order to launch this special car in India. Twitter was identified as the lead medium since it caters to an audience where the potential brand aspirant was usually found. The Nissan GT-R was planned to be launched in Mumbai where the brand ambassador John Abraham and well-known car racer Karun Chandok were invited to be part of the launch. This Twitter campaign was planned in a phased manner.
In order to create the excitement a special emoji was created on Twitter capitalising the growing interest for visual content among users.
Twitter’s first view video property was blocked for two consecutive days which gave an opportunity to exhibit multiple candid moments from the launch event and keep the interest of the viewers intact. More than 13000 views of the video where the car was unveiled were seen in the first hour itself. Over a period there was immense usage of the hashtag that was promoted, which was #OMGTR.
“The idea was to focus on a single platform which aids in maintaining a connect with our audience through the various phases of Nissan GT-R launch in India. Twitter was chosen as the platform where our brand could be part of conversations, create excitement and most importantly talk to our TG in an innovative manner. This was brought to life by creating an innovative brand emoji and taking to live audiences through Periscope property,” added Bhatnagar while talking about why they decided to use Twitter for the Nissan GT-R launch.
Taking this event closer to the audience, the event was captured live through Facebook Live where both Abraham and Chandok narrated their experiences about the Nissan GT-R. Thereby Facebook fueled in as a support medium taking the event to a wider set of audience.
With excitement that got built up around the entire launch, the hashtag #OMGTR trended for two days continuously. 7200 Mentions were registered using this hashtag. During the two days of the launch 10.06 Million Trend impressions were delivered. The view through rate was highest ever recorded by Twitter which was 56% as against their average of 8% in India.