Our insight was that speed is the most important driver to purchasing a sports coupe vehicle, while our challenge was to increase test drives within a small marketing budget. As a result our communication strategy was to use high affinity channels to increase testdrives; while incorporating a speed element in every touch point (TV, Digital, Magazines, SMS & Smbien) We focused our campaign on a single idea - to give our TA the feeling of driving a Nissan 370Z from 0 to 100km/h in 5.5 seconds (5.5 seconds is the time required for the 370Z to move from 0 to 100 km)

Results and Effectiveness:

Perceptual results In the Nissan Brand Tracker study, the perception of Nissan 370Z on the parameter of “Speed” increased from 24% to 45%, much above the targeted 34% (Source – NCBIS Nissan Brand Tracker Jan-June 2012) Business results: • 3,554 leads were generated (18.4% higher than objective) • 349 test drives taken (66% higher than objective & 128% increase vs same period previous year) • 9% increase in sales (5% higher than objective) • Market share increased from 8.3% to 10.8% (30% higher than objective)