Nissan takes on new campaign strategy to fuel unprecedented growth in North America

NASHVILLE, Tenn. – Nissan today announced a new marketing platform that addresses the obstacles and challenges of everyday driving, and showcases the advanced technology capabilities of Nissan's 2016 vehicle lineup that allow drivers to "Take On" whatever challenges lie ahead. Building on momentum following Nissan's record-breaking calendar year sales in 2015, the new "Take On" marketing platform launches through a series of compelling, feature-focused advertisements and targeted digital content.     

"Nissan's refreshed marketing strategy clearly showcases our brand while celebrating our safety, capability and quality," said Jeremy Tucker, Vice President, Marketing Communications & Media, Nissan North America. "By putting Nissan's advanced driver assistance systems at center stage – and telling their story in a compelling way – we are educating today's drivers on technology available in the Nissan lineup. The message pairs Nissan's brand-DNA of driving excitement with relevant product information about how our vehicles are engineered to help handle whatever the road may bring."

The new campaign is a collective work of long-time Nissan United partner agencies, including TBWA/Chiat/Day and Zimmerman Advertising. It is grounded in a deep understanding of consumer insights and the needs of today's drivers. "It's no secret that driving has become a chore, with stressful hazards and distractions at every turn. By focusing on intuitive and advanced safety technology and enhanced capabilities, our goal is to give Nissan drivers the thrill of knowing that they have the confidence to overcome whatever life may throw at them," said Tucker. "To do this, we bring to life the challenges of everyday driving – literally - and how Nissan delivers a solution through advanced technologies."

In one TV spot, "Shark," produced by partner agency Zimmerman, a driver of a Nissan Sentra avoids a collision with a threatening shark-finned car using Blind Spot Warning, a part of Nissan's available Intelligent Safety Shield Technologies.

With additional TV rolling out later this summer, the campaign also includes robust digital and social content to complement and amplify the "Take On" messaging across all channels.  

About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. Nissan is dedicated to improving the environment under the Nissan Green Program and has been recognized annually by the U.S Environmental Protection Agency as an ENERGY STAR® Partner of the Year since 2010. More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at NissanUSA.com and InfinitiUSA.com, or visit the U.S. media sites NissanNews.com and InfinitiNews.com.

About Nissan Motor Co.
Nissan Motor Co., Ltd., Japan's second-largest automotive company, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 247,500 employees globally, Nissan sold 5.32 million vehicles and generated revenue of 11.38 trillion yen (USD 103.6 billion) in fiscal year 2014. Nissan delivers a comprehensive range of more than 60 models under the Nissan, Infiniti and Datsun brands. Nissan leads the world in zero-emission mobility, dominated by sales of the LEAF, the first mass-market, pure-electric vehicle. It is the best-selling EV in history. For more information on our products, services and commitment to sustainable mobility, visit our website at Nissan-Global.com/EN/.

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Contact

Jeannie Whited
Nissan North America
615-725-6461
Jeannie.Whited@Nissan-USA.com