Campaign details

Brand: Nissan
Brand owner: Nissan Philippines, Inc.
Lead agency: TBWA\SMP, Digital Arts Network Manila
Country: Philippines
Industries: Automakers & marques
Media channels: Social media, Websites & microsites
Budget: 1 - 3 million

Executive summary

Nissan Philippines, Inc. is a rookie in the auto industry compared to giants like Toyota, Mitsubishi and Hyundai. One disadvantage that it faces is the lack of participating nameplates in high-volume categories like AUVs and M-SUVs. So, it's crucial for Nissan to be aggressive within the nine out of 12 segments where it's present.

The ultimate task was to increase its sales.

The agency leveraged on the highly digital behaviour of its target audience by driving potential car buyers to the website, where key buying actions such as downloading a brochure, booking a test drive and enquiring about the price can be done. The majority of a potential car buyer's purchase journey could already be done online, ultimately driving more foot traffic to the showroom.