Nissan: Leaf
Agency: TBWA\Chiat\DayClient: NissanProduct: LEAF (Electric Car)
Objectives
BUSINESS OBJECTIVES -
- With a sales target of 25,000 vehicles in year one (2011), Nissan specified the goal of 20,000 reservation preorders, prior to the December 2010 start of sales.
- To reach this number, Nissan had to achieve 11,000 reservations by the end of August 2010.1
- To hit the Year 2 Volume target of 75,000 units, 130,000 hand-raisers were needed by the end of August 2010 (an increase of 109,000 from September 2009).
PERCEPTUAL / ATTITUDINAL -
- Build significant online and offline buzz around...