Simplicity drives Nissan

29 October 2014

ORLANDO, FL: Nissan, the automaker, is putting "simplicity" at the heart of its efforts to both engage and excite consumers.

Roel de Vries, Nissan's corporate vp/global head of marketing, communications and brand strategy, spoke about this aim at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference.

"Our biggest challenge," he said, "is to achieve simplicity out of all the complexity." (For more, including why the auto marque is tapping into sponsorship, read Warc's exclusive report: Nissan's top marketer says advertising needs to move out of the fast lane.)

Reaching that goal is more complicated than ever, as the amount of channels and data available to brands has exploded – as has the number of agencies offering to guide them through the evolving ecosystem.

Despite the relentless maelstrom of activity, however, Nissan remains focused on attaining clarity of purpose and communicating that to consumers with an equal degree of efficiency.

"Never forget one thing: in the end, there is a customer that judges us as brands in an incredibly simple way. The one message that I live by is to try and get very simple and consistent in what we do," de Vries said.

Success in such an endeavour promises to help marketers generate the maximum impact with their output, at a time when consumers are swamped with brand information.

"Over the last ten years, we [have] started communicating so many messages by so many channels using so many agencies that I believe the impact of what we do has often been minimised," said de Vries.

A particular strength that results if a brand secures meaningful simplicity is thus that brands can draw on similar appeals in various markets across the globe.

"We want to ensure – around the world – that people have a truly singular vision of Nissan that we share with them," de Vries said.

"So when somebody says the word 'Nissan' at a dinner or around the office … we want the word 'excitement' to spring to mind [and generate] the feeling that owning a Nissan is a really cool experience."

Data sourced from Warc