The first in a series of upcoming marketing activities that are based on a consumer engagement platform conceptualised and managed by Mindshare, Nissan recently launched the 'Nissan Summer Car Wash' campaign.
The campaign comprises of a summer festival at its showrooms on Aug 1 and 2, with key highlights such as Charity Car Wash and a Charity Dunking Game involving OMY celebrity bloggers like Holly Jean and Naomi Liu. Other activities to keep visitors busy at the summer festival include water games like 'Spongy Summer Sponge' and 'Summer Super Shooter'. Visitors can also look forward to winning a trip to Tokyo at the summer festival.
'Ultimately, the automotive sector in Singapore will become increasingly competitive and marques need to be more innovative in their marketing by being more relevant in the consumer journeys. The Nissan Lifestyle Series programme is designed to present Nissan showrooms not as cold hard places for car viewings only, but also as a lifestyle destination of choice,' says Jimmy Lim, executive director of Mindshare Singapore.
In partnership with SPH Asiaone Network, Mindshare is also managing the campaign's online awareness and database marketing programme. In addition, Mindshare was also tasked to manage sponsorship opportunities for the platform. Zuji, a Mindshare client, was roped in for the current campaign.
'The Nissan marketing platform is one of the various platforms created and managed by Mindshare's Invention unit, showcasing our capabilities beyond media buying services,' adds Lim.
NB : THE INVENTION PROCESS 101
Invention is where we reinvent the industry, through blending our core skill of contact planning with our newest skill of content planning. Channel and content experts working together to generate and execute consumer journeys, instead of a factory from the last century churning out 30” TV commercials and banners and buttons for the web.
Invention focuses on the combination of contact and content – both being crucially important. The reach delivered by the smartest comms plan will be synergistic with the invention of content, services and applications that capture the attention of our clients' customers – essentially creating the ideal customer journey. We know that some of the most effective work comes when media and creative people work closely together –and Invention gives us a structure that can be game changing.
Having agreed the platform and architecture both internally and with clients, our team will move into production. They will work with craft specialists to develop the campaign assets – our open source approach allows us to collaborate with the most appropriate talent and media partner.
The Invention production people will know the best people to create TV programming, build microsites, develop mobile applications, organize live events and execute retail promotions and will commission (and manage) them to work on these projects.
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