Nissan says ‘hi’ to GTA with Ontario Place event
August 20, 2013 | Jonathan Paul | Comments
Nissan is saying “how do you do” to folks in the Greater Toronto Area with an event that will offer them the chance to get up close and personal with its vehicles. For Nissan, it’s a chance to build brand awareness following a slate of new product launches this year. For visitors, it’s a chance to see just how deep Nissan’s lineup is.
Over four days, starting Aug. 22, the car brand — along with 25 of its GTA dealerships — will be taking up real estate at Ontario Place with an interactive brand experience called “My Nissan My Choice Sales Event.” The pop-up dealership will allow visitors to casually experience Nissan’s roster of vehicles firsthand (the full model line, including commercial vehicles, will be represented) and give them VIP access to the cars. The event was inspired by a similar experience recently executed in Montreal to launch Nissan’s Versa Note in Quebec.
“It’s all about brand awareness, brand opinion,” said Jason Legere, senior manager, regional advertising, sponsorships and events at Nissan Canada. “It’s very much about bringing the brand to the people, showing them what we’re all about and then, of course, selling some vehicles.”
The GTA event will feature a test drive course, static displays with information about Nissan’s vehicles and technologies, and a fleet of brand ambassadors that will answer questions. Visitors will also have the opportunity to sneak a peek at the infamous Nissan GT-R, a.k.a. “Godzilla.” Attendees will also have a chance to “Spin to Win” for the chance to win one of three prizes: $1,000 towards a purchase, $3,000 towards a purchase or the grand prize of $30,000 towards a purchase.
“We have a very deep, wide lineup and the key is to make sure that the public knows and understands that,” said Legere.
Nissan is promoting the event with a campaign featuring a slew of tactics, including digital and static OOH boards, Ontario Place signage, digital ads, radio — there will be two on-site radio remotes with Q107 and CHUM FM — freestanding inserts in community dailies, print, street teams, chalk art at Union station and dealership promotions. Agency partners include GMR for experiential, Cubic for onsite, AOR TBWA, media agency OMD and Cohn & Wolfe, which handled PR.
While initially intended to be a pilot program, Nissan plans on assessing the success of the GTA event before deciding whether or not to move forward with similar events across the country.