Nissan

Nissan Intelligent Mobility Workshop and Grand Livina 7 Liter Challenge

Consumer Brand Building

Challenge

Due to tighter competition in MPV segment, Nissan needed to create new and appealing story angles of its backbone model, Nissan Grand Livina. However, since its first launched 10 yeas ago, media seem to have reviewed almost all aspects of the car’s feature and performance.

 Solution

Maverick identified that Nissan global has recently announced Intelligent Mobility vision, which aims for zero emissions and zero accidents in the future.

Maverick saw the opportunity to communicate this new vision to Indonesian public by highlighting some of the features in Grand Livina that will bring Nissan one step closer to achieving the Nissan Intelligent Mobility vision.

Maverick assisted Nissan to conduct a two day workshop with Nissan experts, where journalists received a theoretical training about Nissan current and future technology, and a practical training whereby they have to drive from Bandung to Jakarta (120 km) with only 7 Liter gasoline with Grand Livina.

 Result

The workshops generated 160 total number of coverage, with more than IDR 2,9 billion adv value and IDR 11,3 billion of PR Value with 91% positive tone coverage.