Nissan North America, Inc.: Enjoy The Ride campaign

Mariko Fujinaka

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996.

Nissan North America, Inc.: Enjoy The Ride campaign

Mariko Fujinaka

OVERVIEW

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan behind only General Motors in spending on advertising. "Enjoy the Ride" was designed as a brand identity campaign. Its intent was to remind consumers of Nissan's deep heritage and love of cars and to convince potential customers that the company's cars were fun to buy and drive. Nissan also wanted to persuade customers that their feedback and car-buying experiences...

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