EXPERIENTIAL • ON-GROUND ACTIVATION
NISSAN X-TRAIL
See what you can't see
Parallel parking is quite challenging for most people. Can we park without looking into the rearview mirror, outer mirror or even without outside view at all? Yes. It's possible, by relying and utilizing the 360˚Around View Monitor feature in Nissan X-Trail.
Client
Nissan Motors Indonesia
Agency
Hakuhodo Indonesia
Date
2015
Strategy
An initiative campaign from the agency to communicate one of the Nissan X-Trail’s key features, the 360˚ Around View Monitor (AVM), by providing a memorable experience to potential buyers or anyone during the test drive.
For solving parking problems, especially parallel parking, this feature is very reliable and useful. The experience is pretty extreme in a way, but in the end it’s also supremely effective for the driver; the feature has huge benefits for their driving habit.
These live events take place in some dealer showrooms and exhibitions in shopping malls in major cities. Surprisingly, female drivers dominated the test drives, and most were excited because they could parallel park with ease.
This exciting activity also adapted into other market, such in Malaysia.
“Nissan Blind Parking” in Malaysia
Result
Overall, the campaign goals were met. It provides potential Nissan X-Trail buyers with an immediate and memorable experience of innovative features that give them confidence and make it easier to park the car in any gap, especially parallel parking.
Not just in terms of awareness and experience; there was also good news in terms of sales, which increased significantly during the event and also created a huge PR value in the automotive media.
345+
persons experienced & test drive (mostly female, around 60%)
99%
parked the car correctly and safe in the place
20%
Nissan X-Trail sales increased
during the campaign period