Nissan New Gen 1.0 - Admerasia: Multicultural Advertising & Marketing Agency

Nissan Excites the "New Gen" Asian American Millennials with Technology that Matters.

DIGITAL SOCIAL CAMPAIGN

2014

01 / CONTEXT

Nissan lacked clear brand distinction and competitive noise was starting to overshadow its core brand promise of innovation among Asian American Millennials. There was a strong need to create a differentiated brand proposition and personality that strongly resonated with the target audience.

To achieve this task, ADMERASIA teamed with Nissan to create a brand platform – Nissan New Gen – where the personal journeys of Key Opinion Leaders (KOLs) were matched onto Nissan vehicles, a representation of the brand’s innovative and individual spirit.

02 / STRATEGY

Asian American millennials strive to break the monolithic Asian stereotype and showcase their aspirations and talents to the mainstream. By creating the Nissan New Gen platform that featured a diverse and remarkable ensemble of Asian American influencers sharing similar characteristics with different Nissan vehicles, the brand established a positive and exciting image while reinforcing its claim on innovative technology.

Nissan was the first non-luxury auto brand to use the KOL-focused approach in the Asian market.

KOLs featured as talent & voices in the videos/commercials
KOLs utilized their social channels to endorse the campaigns

03 / EXECUTION

In-language (Chinese) creative was developed with the following strategic partners.

Hallie Daily, award-winning fashion blogger, paired with the premium and luxurious Nissan Altima made with zero gravity seats.
Eddie Huang, chef/author/TV personality, paired with the adventurous Nissan Rogue with propriety Nissan Intelligent Safety Shield®.
Jason Chen, next-gen singer-songwriter/musician, paired with the 100% electric Nissan Leaf.
Pieces of C, fashion blogger, paired with Nissan Sentra, packed with proprietary NissanConnect technology to keep you always socially connected.