NISSAN LEAF

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NISSAN LEAF

Student work fall 2012

Brief:Nissan leaf was awarded car of the year in 2011. Now they want to sell even more cars and be known as the number 1 electric car among the Norwegian environmental conscious people. We were asked to create a spring campaign to profile the brand.

Target audience:Our target audience is split into two. The one are families that have a need for a second car, or just need a car to use for the everyday destinations. The other are the commuters. Those who today use the public transport system or drive a private gas or diesel car, but are looking for a more environmental and economic option, without the delay that the rush traffic causes. This audience is finically stable, with the means to buy a new car. They might have one or more children in school age, and they live a hectic but active life. Our target audience is mainly based in the big cities, or in the suburbs outside the city.

Goal: We want to show that Nissan Leaf is the best electrical car on the market, when it comes to functionality and family convenience. This car is perfect as a second car, for the everyday life, to and from work, kindergarten, school and so on. We also want to show that this is the perfect commuter car. By showing that it saves unnecessary expenses as gas, road toll and parking. By showing the financial benefits by driving the Nissan Leaf we hope to stand out among out competitors who mostly focus on the environmental benefits of the electric car.

VISUAL SOLUTIONS:

Print ad: In our print ad we want to show Nissan Leafs reach, by showing that you can do everything that you normally do in a day on one charge. This is enhanced with the text “Nissan Leaf might not take you from Bergen to Oslo in one charge, but it will get you where you need to go”

Web banner: The web is based on the same idea that the print ad, only simplified to make the massage easy for the reader to take in. In the banner we have used a shorter slogan “Nissan Leaf, Takes you where you need to go”

Board: The board is almost identical to the print ad, but with less text.

Ambient: We wanted to create an ambient that would show the financial benefits with driving a Nissan Leaf. The Ambient is similar to the price sign that you will find at gas stations, only that this sign will show the current gas and diesel price as well as the cost of driving a Nissan Leaf, which is next to nothing on your electrical bill.

Campaign site: We wanted to create a campaign site for Nissan Leaf. On this page you can easily find you nearest Nissan Leaf dealership and read more about the cars specifications. We have also featured a calculator, where the customer can see how much money and toxic waste they will save by switching cars.

Co-authors:

Sturla Liavåg and Marthe Lien

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