These days an ad campaign is not about stating the facts that regard your product anymore, it is about putting things into perspective when it comes to competitors, or even make fun of them like Nissan does as it wants to promote its 370Z Coupe.
Besides showcasing the Nissan 370Z Coupe on a giant billboard in London, the new ad campaign also involves an Audi TTS manual coupe driven around town on which people can read ‘More expensive, slower and less powerful than a Nissan 370Z’. They also took a Porsche Cayman an wrapped it in a sticker that says ‘I dream of being as fast as a Nissan 370Z’.
Even though the Nissan 370Z coupe intends to step up through a fun and lighthearted campaign, we are not sure if the ‘How To Beat The Germans’ words were chosen wisely. They could of went with ‘How To Beat The German Cars’…but then again what do we know.
Nissan press release :
Nissan Motor (GB) Ltd has launched a challenging new series of poster and print adverts to highlight the fact that the Nissan 370Z and the flagship Nissan GT-R have superior performance and yet cost less than their comparable German rivals.
The campaign uses tongue-in-cheek phrases such as “The Winner Hans Down,” “The Germans Came Off Wurst,” “Kaisers Chiefed” and “Deutschland Deutschland Über-Rated” in order to make people question why they would buy German brands when Nissan can offer performance at a more accessible price.
Last week, Nissan brought the advertising to life, taking an Audi TTS manual coupe around the streets of London blazoned with the words: “More expensive, slower and less powerful than a Nissan 370Z.” It was joined by a Porsche Cayman bearing the slogan: “I dream of being as fast as a Nissan 370Z” on the side. Other cars featured in the advertising campaign include versions of the BMW Z4 as well as the Porsche Boxster and 911*.
The campaign was officially launched on the giant 360-degree 47ft tall BFI IMAX billboard at Waterloo, London, and will continue to appear in key national men’s lifestyle and motoring titles, plus outdoor poster sites across the UK over the next six months.
Talking of the campaign, Steve McLennan, Nissan Marketing Director explains: “It simply challenges the convention of German sportscars being the only benchmark for performance and quality.
“Nissan is confident in the ability of 370Z and GT-R to eclipse our comparable German rivals in terms of outright performance and accessibility and it’s now time to shout about it.”
Table showing power, 0-62mph figures and cost of Nissan 370Z Coupe compared with rivals
Car Power (bhp) Power (PS) 0-62mph Starting price
Nissan 370Z Coupe (Manual) 323 328 5.3s £28,345
Audi TTS Coupe (Manual) 268 272 5.4s £34,760
Porsche Cayman Coupe (Manual) 261 265 5.8s £37,261
BMW Z4 sDrive30i 255 258 5.8s £33,830
Table showing power, 0-62mph figures and cost of Nissan 370Z Roadster compared with rivals
Car Power (bhp) Power (PS) 0-62mph Starting price
Nissan 370Z Roadster (Manual) 323 328 5.5s £30.445
Audi TTS Roadster 2.0 (Manual) 268 272 5.6s £36,825
BMW Z4 sDrive30i 255 258 5.8s £33,830
Porsche Boxster 2.9 (Manual) 252 255 5.9s £34,726
Nissan in the UK
* Nissan Sunderland Plant has a workforce of 4,700
* Note, Qashqai and Qashqai+2 are all produced at Sunderland Plant
* UK is Nissan’s biggest market in Europe
* Over 80 per cent of production is exported to 45 markets worldwide
* NMUK has been named as the biggest UK car plant for the past 12 years
* Sunderland Plant won a Queen’s Award for Export, the fourth received since the plant opened in 1986
* The plant built its 5 millionth car in June 2008
* Sunderland Plant’s 2009 calendar year volume totalled 338,150 units
* Nissan’s European design centre is located in Paddington, London and employs around 50 people
* Nissan’s European Technical Centre is based in Cranfield, Bedfordshire and employs around 750 people
