To create communication that successfully penetrated our youthful, millennial target market, with their short attention spans, we decided to speak to them in their own language. We sought inspiration from the world our market lives in, which is not the world of TV and radio, but the online and social media space. This world has a language all of its own, as personified by the meme. Memes have a tone, expression and sense of humour that is truly unique. Inspired by the phenomenon of memes, we were led to our creative idea - Because Car. With the Because Car campaign, we were able to make a new entrant to the market tactically relevant, entertaining and completely irreverent. Why? Because Marketing. And why was Because Car perfect for the Datsun Go? Because Car.

Implementation :

The campaign was seeded with Online Videos on Facebook and Youtube. Then we posted our own 'Because Car' memes on the Datsun South Africa facebook page. The public was incentivised to start creating and sharing their own memes. We periodically updated the created content to keep the momentum going.

Timeline :

Online Videos:

Burst 1 (28 June 2015) - "Popular"

Burst 2 (31 July 2015) - "Job"

Burst 3 (12 October 2015) - "Dog"

Burst 4 (12 April 2016) - "Curb"

Original Memes:

Burst 1 (18 Aug - 31 Aug 2015) - "Eel"

Burst 2 ( 29 Sep - 29 Oct 2015) - "Chicken"

Burst 3 ( 02 Dec - 15 Dec 2015) - "Boy"

Placement :

Facebook and Youtube Prerolls

Scale :

Digital Media Interaction, Awareness and Affinity Builder with possibility to generate leads.

UU Reach: 130k +

Total Engagements :11,111

Video Views: 106,667

Possible Leads: 125

Reach :

Reach for Original Created Memes (Paid & Organic):

"Chicken" Meme - 457,172

"Eel" Meme - 401,071

"Boy" Meme - 955,733

Engagement :

"Chicken" Meme

Views - 53,991

Likes, Comments, Shares - 529

Post Clicks - 58,844

"Eel" Meme

Views - 44,131

Likes, Comments, Shares - 965

Post Clicks - 45,645

"Boy" Meme

Views - 261,788

Likes, Comments, Shares - 1,199

Post Clicks - 138,608

Sales :

Datsun reached the Number One spot in the Dealer Segment of the hotly contested entry level class of the South African car market.

Total 2015 Sales from July to December 2015 (Post campaign Launch) = 2865

(Vs. Chevrolet 2401 / VW 1365 / Honda 1030 / Kia 616 / Hyunday 384 / Tata 39 - Available NAAMSA data)

Achievement against business targets :

Newcomer Datsun Go reached the Number One spot in the Dealer Segment of the South African entry level class.