THE NISSAN Pulsar has been making a big impact on the nation’s TV screens this week as part of a major new ad campaign – part of the Pulsar Acceleration Campaign designed to increase showroom footfall – running until the end of the month.
The stunning ad has been running in some of the biggest prime-time spots during its month-long media burst, including Coronation Street with an audience of more than 7.5 million and huge numbers of viewers in the target ABC1 Men 45+ demographic.
Another prominent spot during Channel 4’s 24 Hours in Police Custody – one of the broadcaster’s most popular shows with the target ABC1 Man 45+ group – reached an audience of almost two million.
The ad itself showcases the intuitiveness of Pulsar’s safety features – particularly Forward Emergency Braking – and is dramatised by the Pulsar forming itself around the driver as he races to pick up his children. The ad also promotes the model’s What Car? Best Family Car under £16,000 award.
Throughout its TV run, the ad will also appear during a selection of other very popular shows with big viewing figures. These include Witnesses (1m+ viewers), Great Canal Journeys (1.4m) and Three Day Nanny (1.3m).
The ABC1 Men 45+ target demographic will also be reached in large numbers via multichannel slots during no fewer than four Premier League fixtures – Liverpool v Bournemouth, West Brom v Chelsea, Everton v Man City and the important Arsenal v Liverpool clash.
Added to this, there will be a presence during the final Ashes test match at the Oval and slots during QI XL (Dave), Lewis (ITV3), cycling highlights (ITV4), Have I Got A Bit More News For You (Dave), Hellboy (FILM4) and Grand Designs (More4).
The campaign will be further boosted by appearances on Video On Demand channels and cinema screens.
There will also be an effective and cost efficient social media presence, including the TV ad appearing on YouTube and Facebook and banner ads on Facebook and Twitter that will maximise autoplay and create a retargeting pool.
Meanwhile, the digital campaign launched in June, will continue, with a stronger presence aligned to the TV campaign this month. This will centre around a new Forward Emergency Braking message and will be delivered via two homepage takeovers on MSN and AOL.