-nissan-

ALTIMA TEST DRIVE

creativity

YOU DIDN’T IMAGINE THAT WAS AN ALTIMA

Activity
Automotive

Coverage
CDMX
MONTERREY
CHIHUAHUA
GUADALAJARA
QUERÉTARO
PUEBLA

Date
October 2014

NISSAN ALTIMA has positioned itself as a vehicle of excellent quality but it is also seen as being conservative with little dynamic.

Consumers ignore the all the high end features the vehicle has acquired over the years, so test drives tend to completely change the concept of ALTIMAS.

OBJETIVES –

To change the public perception, we had to create an event where our target market could drive the ALTIMA, calling at least 1,200 participants.

Challenge –

How to successfully change the public perception of  ALTIMA, while achieving an unforgettable experience?

The idea –

Imagine that you are invited to try a race car on a professional track, driving at full speed exploiting all the skills and attributes of the vehicle and, finally, at the end of the test, you find out that this is a ALTIMA.

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How did we do it? –

We selected local racetracks in the six most important cities in the country (Distrito Federal, Guadalajara, Monterrey, Chihuahua, Puebla, Querétaro) where professional drivers designed a track with specific performance tests for each location.

CONCEPT –

We created NISSAN TEST DRIVES an exclusive test high performance “racecar” (ALTIMA ‘disguised’), where guests tested all the unknown attributes of the car that work for your lifestyle.

“You won’t know how good something is until you try it.”

What were the results of the campaign?

2,500+ guests

In total, more than 2,500 guests came to the trials in the different cities.

290 hours of driving

During the tour, we accumulated more than 290 hours of driving and testing the ALTIMA.

48% went to a dealership

48% of the guests proceeded to attend a NISSAN dealership to receive financial information.

Spread through media

+50 media publications reviewed the events.
+15,000 positive comments on social media in benefit of the ALTIMA.