This cross-promotional campaign was created for Nissan Motor Company’s new Wingroad using the free magazine R25. The target of this campaign, 20-34 year-old males, has very little exposure to the four conventional mass media.

The campaign found innovative ways to stimulate the target’s interest in cars by following him along his daily routine, from waking up in the morning to his commute home from work. Media were positioned in various spots along his route, such as articles in the free magazine R25, display racks and posters in trains and train stations, the R25 mobile website, and mobile e-mails.

The campaign was launched on Thursday, November 10, with customized wall and column racks to distribute R25 magazine (published 600,000 copies) inside train stations. The day’s issue of R25 included a two-page article.

The following Monday, a new wall and column rack display was unveiled to coincide with Nissan’s press event, and mobile phone e-mails were sent for 25,000 members in the mornings and evenings. Those were sent to the targets to keep the information fresh.

Next Thursday, new posters were placed inside trains, and a new issue of R25 was released with a customized cover and numerous tie-in features.