Nissan brings Pulsar model back to Australia through an integrated campaign

The famed Pulsar small-car name returns to Australia when the new Nissan Pulsar sedan goes on sale this month.

The campaign, which shows the innovations of this model over the past seven years, launched last night with 60-second and 45-second TV spots that playfully present a possible reason the car took so long to return. The campaign will also roll out across cinema, out of home, magazines and online this month.

“The Nissan Pulsar has an amazing affinity with the Australian public,” said Peter Clissold, Nissan Australia executive general manager for marketing. “This new commercial pays homage to one of Nissan’s most popular models, one which has characterised not only Nissan as a brand, but Australia’s competitive small-car segment.”

"Growth in the passenger-car category has seen this segment of cars spike in recent years," Mike Napolitano, group account director at Whybin\TBWA Melbourne, told Campaign Asia-Pacific. "Relaunching this beloved brand here with a strong campaign talking about the innovations that have been built into the car over the past seven years is the focus for the first few months of the year."

"An uncompromising focus on the car and the drive to achieve MORE for the consumer is the driving idea behind this campaign," he said. "More that ever before and hopefully for a price to will really entice consumers to get behind the wheel."

The arrival of the new Nissan Pulsar signals the start of Nissan Australia’s product offensive, an unprecedented programme of new-model releases that will reinvigorate the company’s Australian new-vehicle catalogue with an array of all-new passenger cars and SUVs, including the soon-to-be-released Pulsar hatch, a five-door model.

The programme will see the release of a new-model Nissan in Australia every two-and-a-half months for the next two-and-a-half years.

"The strong launch calendar for Nissan in 2013 will see some very exciting and groundbreaking ideas coming into market," Napolitano added. "These ideas are matched to an innovation pipeline of new vehicles which will continue to see the Nissan brand grow in share and overall consideration in the industry."

Credits

Whybin\TBWA Melbourne
Executive creative director Paul Reardon
Copywriters Michael Syme, Michael Congerton
Art director Bruce Baldwin
Agency producer Karolina Bozajkovska
Group account director Mike Napolitano
Account director Julia Unwin
Account manager Leigh Arbon
Account service, Digital arts network Paul Arena, Lucy Kavanagh

Production
Film company Revolver
Director Leo Woodhead
Executive producer managing director Michael Richie
Executive producer Pip Smart
Line producer Serena Paull
DP Jeff Hall
Post production Method Sydney
Editor Peter Sciberras
Sound production Sound Reservoir
Music composer Turning Studios
 

Nissan Australia
Executive general manager marketing Peter Clissold
General manager marketing Cameron Cooper
Cross car line brand manager David Montgomery
Marketing communication specialist Shalini Suri