MANILA, JANUARY 23, 2013 – Following successful launches in Thailand, US, China, India, Singapore and Malaysia, Nissan Motor Philippines has appointed OPEN Philippines (affiliated with Lowe Philippines) to work on its latest integrated marketing campaign for Nissan Almera.
“A consistent track record of impressive work for their long time business partners combined with fast turnaround prompted us to hand over this new account to OPEN,” said Sherina May Zamora-Cabajar, head of market planning for NMPI.
As the first campaign commissioned by NMPI in a considerably long time, OPEN started working on tight deadlines for print, radio, TV, digital, out-of-home and activation last December to produce teaser ads within a few days and preempt the Nissan Almera’s official Philippine launch in January.
The OPEN team zoomed in on the target market of yuppies and first-time car buyers, addressing their primary concerns when shopping for personal vehicles. OPEN’s expertise in shopper marketing was put to good use in molding consumer behavior through above-the-line materials released when the Nissan Almera was still unavailable until the time of the national launch.
“Our targeted car shopper in today’s world behaves very differently. Using our proprietary shopper journey model made us plan for a sharper and more focused approach in our communications. From the pre-launch to the launch and even sustaining phases” says Alan Fontanilla, managing director for OPEN Philippines.
Also called the Nissan Versa in the US and as Nissan Sunny in India, the Nissan Almera is branded as Nissan’s best-selling global sedan. It banks on its reputation as an "affordable dynamic sedan" that combines the style, space, and comfort pricier cars in a budget-friendly package.
