Showing Nissan’s Caring Side

In 2012 Nissan UK soft launched its new CARED4 proposition in 50 of its leading dealerships nationwide and wanted PR to be a main driver to reach a wide consumer audience.

CARED4 was a new brand and service pledge for the used car sector – not major general news on its own. To ensure media take up of the brand name and not just Nissan was a challenging prospect!

Objectives

Make Nissan CARED4 a recognisable manufacturer used car brand
Cause potential customers to reappraise Nissan and increase loyalty and retention from existing customers
Secure widespread UK media coverage of Nissan Cared4 – NOT on motoring pages
Explain the service proposition to consumers in memorable ways

Strategy & Plan

The Nissan CARED4 campaign focused on giving the brand ownership of caring about UK communities, positively placing the brand at the heart of middle England against a wider backdrop of doom and gloom.

A campaign was launched to search for the UK’s most caring individual, with research revealing that 72% of people in the UK no longer know their neighbours. This was sold-in to print and broadcast media with a rolling media relations campaign to profile entries and individual stories.

To bring the campaign to life the team took to the streets with a series of random acts of kindness in key dealership footprint areas. Free car washes were provided in Glasgow, Nissan paid for the M6 toll in Birmingham and umbrellas were given out on a rainy day in Manchester.

All activity was filmed for use in social media platforms and video distribution networks to further amplify the campaign.

A fully branded campaign microsite and bespoke Facebook app was created for nominees to demonstrate how and why they add positively to their community by their caring actions.

The ultimate winning couple had fostered hundreds of children over the last thirty years in Bournemouth – truly epitomising the CARED4 ethos.

They were presented with a used car, whilst other entrants were rewarded with treats ranging from shopping vouchers to weekends away.

Measurement & Evaluation

Campaign success was measured on the following factors:
Coverage and total opportunities to see
Keyword mentions of ‘CARED4’
Visitors to the campaign microsite
Competition entries
Increased traffic to the CARED4 used vehicle locator

Results

503 pieces of coverage
117,814,702 overall OTS
99% of articles featured the message – ‘CARED4’
1,000 unique visitors to the microsite cared4competition.com
36% year on year increase in traffic to the CARED4 used vehicle locator

Results

503 pieces of coverage
99% of articles featured the message - 'CARED4'
1,000 unique visitors to the campaign microsite

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