Nissan Do Brasil Throws Money Away
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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Burger King had a promotion in the US a year or two ago in which they had their "mascot" running around cities dropping wallets with money and coupons on the ground randomly. It was pretty much a failure because a few people found out about the stunt and just followed the guy and picked up all the wallets. The general public never got a single one.