The media should also translate the insight “people who have stories to tell”. When consumers see the picture in the ad and observe the strength, sturdiness of the car,they are invited to see and “listen” to the story behind it. Using the Internet allowed us to add brand experience, as consumers spent two minutes watching the photo’s being composed. Print and Internet were not only complementary, but a real platform for intriguing and involving the consumer together.

Generated REAL involvement without using TV.Within 60 days the Nissan Frontier site increased page views by 758% and the number of visitors by 535%, 3. 5.000 people registered in the site (giving name and address) to receive more information about the brand.