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MarketingVOX: Nissan North American's unconventional new Sentra campaign to attract young urbanites revolves around a 30-year-old conceptual artist turned comedian who spends seven days in a 2007 Sentra.
Six agencies are collaborating on the Nissan Sentra campaign in which Marc Horowitz spends a week in a Sentra to underscore the theme: "The next generation Sentra. You could pretty much live in it." Nissan media agency OMD, part of the Omnicom Group, is directing the media aspects of the campaign, working with TBWA/Chiat/Day, Nissan's creative agency, reports the New York Times. Also involved are Edelman for public relations and the Hispanic-market-focused Vidal Partnership.
The campaign, with a budget estimated at $40-$50 million, targets 20- and 30-ish young adults in a mix of old and new school media - from print, TV and outdoor to MySpace, TiVo, viral video clips and webisodes. The video and a blog kept by Horowitz are posted on a separate Nissan website.
The Sentra campaign portends marketers' proclivity to remake their media choices to reflect the changing behavior of younger consumers, a prized demographic because they spend freely and are still exploring their brand preferences.
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