Nissan has launched a pan-European brand advertising campaign with internet service provider Yahoo to promote three of its key models, the new Micra, 350Z and X-trail. The ISP will be Nissan’s exclusive web partner for the launch of the 350Z sports coupe, which goes on sale from October 2003.
This significant seven-figure campaign, which began in the middle of June and runs to the end of the year, will see ads appearing on Yahoo UK and Ireland, Germany, France, Italy and Spain.
All Nissan communication activity will receive full media support across multiple media channels, including television and print, designed to reach all key target audiences.
Nissan Europe marketing head Philippe Geffroy said: “Through the launch of new products, we are aiming to attract a new generation of customers to the Nissan brand. This deal provides the perfect means of reaching our new target audience across Europe.”
OMD Digital (International) director Chris Humphrey, who brokered the deal said: “We are witnessing a real and significant movement of budgets towards digital media. Our rationale for Nissan Europe to use digital media was strongly influenced by the high volume of potential customers who research new cars online. We hope that more brand-based model support on Yahoo will extend their ad effectiveness beyond traditional media channels.”