Making Hearts Race Through Innovative Communications
Author Hristos Varouhas
Total Campaign Expenditure $1 - 2 million
2009 was a very tough year for the automotive industry in Australia. The economic downturn resulted in the majority of Australians being too unsure about their financial future – a direct result of the Global Financial Crisis – to justify the expense of a new automobile. As a result foot traffic to dealerships ground to a halt. Forget converting queries into test-drives and then sales, dealers were struggling to even get a few remotely interested buyers onto their car lot to just have a look at their floor stock. Almost all car brands [including prestige marquees like Mercedes and BMW] reacted by discounting heavily in order to clear as much backlogged floor stock as possible.
Considering the above, the challenge of launching the new Nissan 370Z Coupe sports car into a market where sales for all cars and particularly sports cars under $80K, had dropped 18% and 20% respectively [year on year by March 2009 – source: V-FACTS], was enormous.