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Nissan: ‘Candid Cargo’ by TBWA\Chiat\Day LA, 4 years, 8 months ago

Uses real life testimonials to highlight product innovation

Nissan: ‘Candid Cargo’ by TBWA\Chiat\Day LA


TBWA\Chiat\Day Los Angeles and Nissan North America have launched a campaign for Nissan’s Commercial Vehicles (NCV), ‘Candid Cargo.’
The commercial vehicles category has seen little innovation, the Nissan Commercial Vehicle line-up challenges the marketplace, with standout product design that provides better use of space for better business efficiency.
‘Candid Cargo’ is a breakthrough advertising campaign for the commercial vehicle category. Real business owners are captured giving candid testimonials, talking about their real life experiences with NCV products in honest and authentic web films and carrying multiple messages about the vehicle benefits and how they stand-up to the demands of real business work.
“This is not a category known for being revolutionary and Nissan is a relative newcomer. Speaking specifically to business owners, who are used to the same old commercial vehicle products that have been in market for years and who don’t expect innovative vehicle improvements, we had to find a way to demonstrate that there is a better option out there,” said Jon Brancheau, Vice President, Nissan Marketing.
“The thing that's really smart about this campaign is that we took the tried and tested formula of customer testimonials, but did it in a completely unique and authentic way to help build credibility and trust with our audience,” continued Tito Melega, Nissan Americas Creative Director, TBWA\Chiat\Day.
The campaign includes online films which will run on YouTube and the campaign website, print, direct mail and radio.