The idea was to identify late night programs with heavy male viewership and plant our messages in the middle of the programming. The price points will act as flashes in the middle of the programming. The idea was simple, cost-effective and stood out from the clutter of car commercials that only came during the break. And importantly, it communicated the most compelling reason to consider the offer. The price.

We tied up with lifestyle channels that had a high viewership within our audience.

Calls to Nissan dealerships went up by 38%. It led to increased bookings of 17%. And all these with a blink-and-you-miss media outlay.