oOh!media makes fashion statement in shopping centres to show off the stylish Nissan DUALIS
oOh!media this month is showcasing the stylish Nissan DUALIS to fashionistas who shop at high traffic fashion-based shopping centres across the eastern seaboard to reinforce the car’s good looks and functionality.
The aim is to shift customer expectations – from noticing that the Nissan DUALIS has the high visibility and versatility of an SUV but also the manoeuvrability of a hatch.
The Nissan DUALIS campaign kicked-off last weekend at Westfield Doncaster in Victoria, and will venture into six popular fashion shopping centre locations across the eastern seaboard and Perth during the rest of the month.
The campaign aims to highlight the stylish appearance of the Nissan DUALIS by showcasing it in key fashion-based shopping centres and follows on from last year’s DUALIS tour around homemaker stores in Victoria and NSW. The entire campaign has been designed to align The DUALIS with the aspirational lifestyle surroundings of new home buyers who are typically young couples kitting out their house or apartment, as well as lovers of the latest in fashion.
In late January, visitors of the display at Chadstone shopping centre will even be able to take the new Nissan DUALIS for a “live” test drive on the spot.
Senior Model Line Manager for DUALIS, Cecile Fery said: “Our research revealed that the DUALIS driver has an evolving lifestyle which includes house-hunting, decorating, entertaining at home or planning for a family.These customers typically shop at homemaker centres and in premium shopping precincts, which explains why we organised these displays. They are the perfect way to showcase the very appealing design and features of the Nissan DUALIS.”
oOhfactor!, the experiential campaign arm of oOh!, is creating and running the displays that will take place until the end of January 2012.
Experiential Campaign: Nissan DUALIS shows off its good looks
Client: Nissan
Media agency: Carat
Creative agency: WHYBIN/TBWA
Activation: oOh!media
Fashion-based shopping Centres
NSW: Bondi Junction – Thurs 12 Jan – Sun 15 Jan
WA: Garden City Booragoon: Thurs 19 Jan – Sun 22 Jan
VIC: Chadstone – Wed 25 Jan – Sun 29 Jan
VIC: Chadstone – Sat 28 Jan – Sun 29 Jan (Live Test Drive)
SA: Westfield Marion: Wed 25 Jan – Sun 29 Jan
All activations will run during centre opening hours.
8 Comments
Only in Australia is this car called the original Japanese-coined Dualis. Everywhere else in the world is is called the much more-sophisticated “Qashqai” (named after a nomadic Iranian tribe). Proof again of our laughing-stock status when it comes to foreign words. Maybe oOH Media should do an experiential campaign based around this?
ummm…WTF
How is this PR’able?
We put the car on red carpet because it’s fashionable.
Hmmm…
In other experiential firsts, Coles are now sampling little bits of cut-up sausage in-store.
It’s no Jeep on a pole.
Don’t often comment but OOH WOW had me choking on my coffee. Funny.
No comment.
this is why you don’t let media companies do creative.