TBWA/G1's New Nissan Campaign Will Really Up Your Pulse

TBWA\G1 and Nissan Europe announce the launch of a pan-European campaign, “The Match,” for the new Nissan Pulsar, an exciting new offer into the C-segment.

The new Nissan Pulsar is a brand new model that combines bold design, technical innovation and class-leading interior space. It is the latest addition to Nissan’s exciting range and brings a fresh dimension to the C-segment, offering that all-familiar Nissan quality in a stylish new package.

Gareth Dunsmore, Marketing Communications General Manager, Nissan Europe said:  “With Pulsar, we are expanding our product portfolio once again with an exciting new hatchback. Using the same design approach and original thinking that produced our range of crossovers, we believe Pulsar is the perfect combination of where Nissan currently is, and our vision for the future.

Finding a single-minded message was tricky since, when it comes to the list of features, this car pretty much ticks all the boxes. But I'm really excited about our new communication campaign as I believe it captures the spirit of a car that really connects with you on every level. Our customers are looking for something new and fresh, focusing on the emotion of driving this car, but something that also delivers on a rational benefit. And these ads do just that. ”

The campaign idea is based on the insight that people are always searching for the most complete solution without having to compromise on aspects such as design and price. The notion of “Perfect Match” is dramatised in the TVC through a unique connection between a man and his Pulsar. It conveys the feeling and emotion that every move, every thought, every feeling is matched by your car.

Directed by Johnny Green, the story follows the moment a driver is about to grab the steering wheel. We feel his anticipation, and are then propelled along a mesmerising, visceral journey that depicts what it feels like to drive The Pulsar, a completely new driving experience.

Nick Cooper, Creative Director, TBWA\G1, '’Just telling people there is a new, innovative and exciting C-segment car on the market isn't enough, we need to make them feel it. And so our TVC focuses on creating a more emotional connection between driver and driving.'’

This new launch campaign is brought to life through an integrated campaign including TV, digital, print & outdoor, CRM, PR and retail in over 20 European countries as of October 2014.

Ewan Veitch, President, TBWA\G1, ‘’Nissan have been out of the mainstream C-segment for over 8 years. We want to be clear that Nissan is now back with the all-new Pulsar, a car that delivers on what our customers are looking for and a campaign that brings this to life in a powerful way.”

The online extension of the TV commercial further explores the car’s design and key technologies on YouTube. Created by DigitasLBi France/D2NA, the experience dramatises the car’s features and the connection between car and driver through short extension films and simple interactive games. It aims to engage users with the Nissan Pulsar and give them the opportunity to see behind-the-scenes content. From there, the viewer is driven to the product site to get more information about the car.

TV and digital deployment are supported by print/outdoor with an impactful execution dramatising the birth of a new car. The idea is also brought to life in dealership and CRM.

The new Nissan Pulsar will also be the star of the Paris Motor Show. Supported by social media and PR activation, there will be an exciting test drive opportunity: The Blindfolded Pulsar Driving Course, allowing drivers to test the car’s technologies in an innovative way.

Benefiting from the stunning design cues from Qashqai & X-trail and combined with Nissan’s innovative technology, the new Nissan Pulsar completes Nissan’s range of exciting cars.