THE next phase of Nissan’s crossover advertising campaign, ‘Your Story Starts Here’, gets underway on Monday (July 13th), with the emphasis shifting to X-Trail.
For a two-week burst, X-Trail ads will be interspersed with those already running for Qashqai to underline the brand’s crossover leadership.
This strategy will also help budgets stretch further, allowing three campaigns to be run during the year and reaching more people.
The X-Trail ad will primarily air during shows with an adventure mindset such as Bear Grylls: Mission Survive and Trans-Siberian Adventure on ITV, plus channels such as Discovery, National Geographic, Ex-Sports and Sky Movies Action.
As with Qashqai, the X-Trail campaign will link through cinema, Video On Demand, Gym TV, digital, print, search and CRM.
Both ads will also be shown in cinemas from 13th-26th July during major films such as Terminator Genisys, Ted 2 and Ant-Man and allowing the brand to reach around 4.85 million people.
Meanwhile, a strong presence on Video On Demand channels such as Sky Go, ITV Player and All4 will reach another 2.9m over the two-week period.
X-Trail will also feature within a digital campaign across display, mobile and social a week later, starting with home page takeovers on MSN, a month-long takeover of the Adventure Travel section on Lonely Planet and The Guardian and Telegraph travel sections.
The next burst featuring both Qashqai and X-Trail will be 3rd-16th August with the Juke activity launching in October.
Qashqai Campaign Update:
The digital brand activity for Qashqai started on 22nd June with the ad featuring on mobile sites and YouTube.
To date there has been over 135,000 video views.
This ran alongside homepage takeovers and sponsorship of ESPN Cricinfo for the start of The Ashes. This alone saw almost 500,000 page impressions on the first day (8th July), significantly exceeding the standard average.
With the majority of the brand’s digital activity still to take place, the campaign is expected to deliver strong results for the remainder of the period.
