Nissan Motors embarks on exposure marketing initiative

Nissan Motor India Pvt Ltd (NMIPL), in line with its ongoing campaign to build brand awareness to reach out to its target and prospective customers, has started a new ‘exposure marketing’ initiative at high footfall areas across key cities in India. Starting May 2010, this activity will be held every Saturday and Sunday at a prominent mall in a city and will move to different location in a different city the following weekend, thus covering the length and breadth of the country. The activity will continue until December 2010.

by exchange4media Mumbai Bureau
Published - May 11, 2010 10:06 AM Updated: May 11, 2010 10:06 AM
Nissan Motors embarks on exposure marketing initiative

Nissan Motor India Pvt Ltd (NMIPL), in line with its ongoing campaign to build brand awareness to reach out to its target and prospective customers, has started a new ‘exposure marketing’ initiative at high footfall areas across key cities in India. Starting May 2010, this activity will be held every Saturday and Sunday at a prominent mall in a city and will move to different location in a different city the following weekend, thus covering the length and breadth of the country. The activity will continue until December 2010.

As part of the initiative, specially created pavilions with interactive LCD display kiosks are set up at these malls and visiting customers are encouraged to participate by specially trained Nissan brand ambassadors and guided to this pavilion. Through the interactive kiosks, each customer gets an overview on the Nissan heritage, its products and an opportunity to choose a model of their choice. A microsite on Nissan Micra (http://nissanmicra.co.in) has also been created for the followers of the car to have first hand information of the Micra. Adding to all this excitement during the pre-launch phase is a unique wire frame design of the soon-to-be-launched Nissan Micra on display, providing curious customers a ‘touch and feel’ effect of the car before they get to see the real one at the dealer showrooms. The actual car would replace the wire-mesh design display once it is launched commercially in July 2010.

Said Kiminobu Tokuyama, MD &CEO, Nissan Motor India Pvt Ltd, “We are very encouraged and humbled with the response and number of enquiries received on the showcasing of Nissan Micra. As we gear up for start of sales in July 2010, we are constantly looking at innovative platforms to reach out to our target and prospective customers. The exposure marketing initiative is one such opportunity to not only build awareness of our brand, but also seek valuable insights from our prospective buyers on our new product offering.”

Abhijeet Pandit, VP - Operations, Hover Automotive India, added here, “The exposure marketing initiative helps us to gather database of our target and prospective buyers of the Micra. As we ramp-up our dealership network across the country, we also felt it pertinent to create more touch-points for our prospective buyers to learn more about the brand, our products and services. Given the curiosity and interest around Micra, we also decided to create a wire-mesh display of the car to attract customers with a sneak preview of the product to build additional excitement till the actual car hits the roads.”

During the two-day special activity, potential customers visiting the Nissan pavilion are offered with a variety of interactive programmes like choosing the right Nissan product based on certain set of criteria and personal needs. Apart from the Micra, visitors are also exposed to Nissan’s existing range of products like X-Trail, Teana and 370Z.

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