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Nissan India uses 'exposure marketing' to launch new car, Micra

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | May 14, 2010
Nissan has created interactive displays at high-footfall areas to create brand awareness; as well as a unique wire-mesh design display of the soon-to-be-launched car

To build brand awareness and to reach out to the prospective customers of its soon-to-be-launched model, Micra, Nissan India has started an 'exposure marketing' initiative at high- footfall areas across key cities in India.

Nissan Motor India's existing range of products includes X-Trail (SUV), Teana (luxury Sedan) and 370Z (iconic sports car) -- all three imported from Japan as CBU (completely built units). This month, the company has started commercial production of its first locally made global compact hatchback, the Nissan Micra, and sales will commence in July 2010.

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Beginning this month, an activity will be held every weekend at prominent malls in cities such as Mumbai, Delhi, Lucknow, Chandigarh, Bengaluru, Jaipur, Pune, Calicut and Chennai. The activity, which will move from one city to another across the country, will continue until December 2010.

As part of the initiative, specially created pavilions with interactive LCD display kiosks are set up at these malls. Trained Nissan promoters guide visitors to the pavilions and encourage them to participate.

The interactive kiosks at the pavilions allow customers to get an overview of the Nissan heritage and its products, and look up details about different Nissan models. A micro site on the Nissan Micra has also been created to provide first-hand information about the car.

Additionally, a unique wire frame design of the Micra is on display, providing curious customers an opportunity to 'touch and feel' the car, before they get to see the real one at dealer showrooms. The actual car would replace the wire-mesh design display, after it is launched commercially in July 2010.

The Nissan Micra wire frame mesh has been designed by car enthusiast-turned-entrepreneur, Faisal Nensey, who specializes in redesigning and modification of cars in Mumbai. The wire frame display is a result of 208 kilograms of steel rods, and 4,000 man-hours spent in studying and analysing photographs, designing and execution.

Kiminobu Tokuyama, MD and CEO, Nissan Motor India, says, "We are very encouraged and humbled with the response and the number of enquiries received on the showcasing of Nissan Micra. As we gear up for start of sales in July 2010, we are constantly looking at innovative platforms to reach out to our target and prospective customers. The exposure marketing initiative is one such opportunity to not only build awareness of our brand, but also seek valuable insights from our prospective buyers on our new product offering."

Abhijeet Pandit, vice-president, operations, Hover Automotive India (Nissan India's sales partner), says, "The exposure marketing initiative helps us to gather a database of target and prospective buyers of the Micra. As we ramp up our dealership network across the country, we also felt it pertinent to create more touch-points for our prospective buyers to learn more about the brand, our products and services."

He adds, "Given the curiosity and interest around Micra, we also decided to create a wire-mesh display of the car to attract customers with a sneak preview of the product; to build additional excitement till the actual car hits the roads."

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