The Truth About Cars » advertisisng http://www.thetruthaboutcars.com The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. Sun, 10 Aug 2014 16:34:51 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.2 The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars no The Truth About Cars editors@ttac.com editors@ttac.com (The Truth About Cars) 2006-2009 The Truth About Cars The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars » advertisisng http://www.thetruthaboutcars.com/wp-content/themes/ttac-theme/images/logo.gif http://www.thetruthaboutcars.com Nissan do Brasil Throws Money Away http://www.thetruthaboutcars.com/2010/11/nissan-do-brasil-throws-money-away/ http://www.thetruthaboutcars.com/2010/11/nissan-do-brasil-throws-money-away/#comments Mon, 22 Nov 2010 08:45:12 +0000 http://www.thetruthaboutcars.com/?p=373832 Have you ever wondered what would happen if a man went out in the streets, throwing money in the air? Handing money out to passer-bys? Well Nissan decided to find out and hired an actor to do just that. It has created quite a ruckus! In more ways than one … The new more assertive […]

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Have you ever wondered what would happen if a man went out in the streets, throwing money in the air? Handing money out to passer-bys? Well Nissan decided to find out and hired an actor to do just that. It has created quite a ruckus! In more ways than one …

The new more assertive and aggressive Nissan do Brazil is pulling a Britney. Ooops, I did it again. In the same vein as their recently launched and pulled campaigns, touting the Frontier and Livina, they have a new one for the Livina. Can’t wait to see how long before Fiat complains at CONAR (the ad industry’s self-regulating body in Brazil). As mentioned in the article hyperlinked above, the last time Nissan went for the jugular, GM, Toyota and VW complained. The previous ads were pulled after about a week. How long will this ad be on the airwaves?

As a way to help you understand the article and ad, the song playing follows the repentista style. This musical style has a long history in Brazil, particularly in the Northeastern part of the country. In it, usually two guys battle off each other, by using simple, rhythmic and poetic language to prove a point (and you think rap is something new and American!). In this case, one is calling the other guy crazy for throwing money away, saying you shouldn’t waste money. Then the second voice comes in and agrees and says he’s going to return his car and buy a Livina since he’s neither crazy nor stupid.

The car shown in the ad is easily recognizable (to Brazilians). It is a Fiat Idea. Nissan’s point is to show how that car, to have the same level of equipment as the Livina, the consumer must pay over R$5,000 (or R$1,8=US$2,778) more. Which is not a small bit of money. So Nissan invites you to think it over and indirectly challenges the consumer, saying they’re either crazy or dimwits.

Assuming consumers are neither they must be thinking about other things besides initial price point. Replacement parts, for example, are a very big biggie for Brazilians – and a problem for Nissan’s reputation down here. Why is it that they prefer to buy the Fiat Idea over the Nissan Livina (at a rate of at least 8 to 1)? Will this ad be enough for consumers to reconsider? Or is Nissan just trying to create a name for themselves in Brazil? Is Nissan desperate?

As mentioned above, Nissan have tried this tactic twice before. Some think the third time is the charm. Will it work this time? Time will tell.

Disclaimer: I have no idea if Nissan was throwing out real money.

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Nissan do Brasil Gets Aggressive http://www.thetruthaboutcars.com/2010/10/nissan-do-brasil-gets-aggressive/ http://www.thetruthaboutcars.com/2010/10/nissan-do-brasil-gets-aggressive/#comments Fri, 01 Oct 2010 15:36:13 +0000 http://www.thetruthaboutcars.com/?p=367237 In a new ad sponsoring all kinds of programs, on regular and cable TV, Nissan is taking the competition by the horns. In their new ad touting their Livina 2011 (pics here), they directly attack GM, Honda and Fiat. Yes, they cite their competitors by name and even put their logos and cars in the […]

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In a new ad sponsoring all kinds of programs, on regular and cable TV, Nissan is taking the competition by the horns. In their new ad touting their Livina 2011 (pics here), they directly attack GM, Honda and Fiat. Yes, they cite their competitors by name and even put their logos and cars in the ad.

In Brazil, this is almost unheard of. Back in the 90s Pepsi did a South American version of the coke wars. Some beer companies soon copycatted them. However, the ads were pulled quickly and I had the impression people were not impressed with such tactics.

GM for one has already sought judicial relief according to Brazilian car mag’s Auto Esporte blog page. GM entered a petition against Nissan at CONAR (the ad industry’s self-regulating national council) asking it to pull the ad. So far Fiat and Honda have not responded. As I was writing this story, the ad had been pulled (according to Brazilian economic magazine Exame’s news portal). In its official response, Nissan informs it obeyed CONAR’s determination and pulled the ad off the airways immediately. However, as Nissan points out, the public enjoyed it and the ad was seen more than 122 thousand times on-line.

In related news, Nissan is also being sued by Toyota and VW. In a previous ad promoting its Nissan Frontier pickup, Nissan attacked two unnamed competitors. This commercial was a little more subtle and didn’t name names or show competitors’ logos (at least not directly, if you pay attention you’ll see them at odd angles). However, to the Brazilian consumer it was clear that the targets were Toyo and VeeDub (according to the Brazilian car site Seminovos). As to this commercial I don’t have any news as to it being banned or not.

Of course the Livina ad is done in good humor and hits its objective. People remember it and talk about it. Nissan is almost absent from Brazilians’ mind space, so I think they are doing it in order to gain some name recognition. Up until now, Nissan ads in Brazil have been really tame and forgettable. I would also bet that what they are trying to do is beat the drums and call attention to the launch of their compact (or subcompact) model March (according to Auto Esporte) at the São Paulo Car Show, which will open its doors soon. The March is mission critical for Nissan, as it will vie against the cars that hold 50 percent of sales in Brazil (VW Gol, Fiat Uno and Palio, Ford Ka and Fiesta, Chevy Corsa and Celta, Renault Sandero and Peugeot 207, among other less remembered like Kia’s Picanto and diverse Chinese).

So what do you say of Nissan’s strategy? Smart and savvy or do such tactics backfire?

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