Cannes Lions
TBWA\CHIAT\DAY, Los Angeles / NISSAN / 2003
Overview
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Credits
Description
Leverage the Japanese heritage of the Spec-V to establish its authenticity among the target. Create a short feature, "Master of the Sixth Speed" utilizing Japanese anime and set in Japan.
Create underground buzz by promoting and distributing the feature on CD through direct mail, events and niche magazines.
Outcome
• Dealers have embraced Spec-V and successfully capitalized on the buzz, helping Nissan sell out its full production run of the vehicle.
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