Don’t say you don’t know because ignorance is now a crime! Nissan Singapore rolled out an integrated advertising campaign, using an endearing policeman persona, Sergeant Kam Liat Yu, to create buzz for its latest Nissan $300,000 Cash Windfall Campaign that runs from mid October 2009 to February 2010.
Mindshare Singapore’s Invention Unit was tasked to develop a communications platform to drive awareness and engagement for the 4-month long promotion, on a limited budget. Mindshare's response was to steer away from expensive traditional platforms, with a stronger focus on digital and guerilla. Mindshare proposed the campaign premise of 'It's a crime to ignore cash".
Throughout the campaign, consumers who place an order of a vehicle from Tan Chong Motor can participate in one of four monthly draws, and stand a chance to cash prizes worth more than $300,000, including an exciting windfall of $88,888.
From 12 October to 15 November, the guerrilla stunt centred on Sergeant Kam Liat Yu, whose name is a play of dialect and English that means "Come catch you", will be set in motion, commencing from Singapore’s busiest commercial districts to other parts of the island in a series of three activations to create awareness on the campaign.
Sergeant Kam, an oversized policeman, will patrol around the vicinity, with three ignorant offenders who have their heads covered in brown paper bags. Playing on the tagline, "It is a crime to ignore $300,000 cash!", Sergeant Kam will "fine" people who are unaware about the campaign by handing them ‘summon’ tickets or brown paper bags with details of the Nissan campaign.
The campaign will target several media platforms, including radio broadcast, print and online to drive awareness. Teaser EDMs will be released in early October 2009, followed by launch advertisements in newspapers.
Leveraging on ever-popular social media tool, Facebook, Nissan will also drive fan page sign-ups to spread word-of-mouth awareness for the campaign. Fans of Nissan Singapore will be able to register at Nissan’s microsite to qualify for an opportunity to win $500 fast cash, which will be handed out in 10 rounds in the month of October. Other attractive prizes will also be up for grabs in subsequent months.
Mr. Ron Lim, General Manager, Sales and Marketing of Tan Chong Motor Sales said, "Through our multi-pronged approach in targeting various platforms, we are confident that this tongue-in-cheek campaign will be a success. Tan Chong Motor has always aimed to capture the hearts of our consumers in fun and entertaining ways and this time’s no exception!"
"Mindshare is proud to have played a key role in the strategic direction of the campaign, and our open-source platform allowed us to find the most appropriate vendors to manage the different campaign components, such as social media and guerilla marketing,' said Jimmy Lim, Executive Director of Mindshare Singapore.
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