This is Jeff from Nissan.
Recently, I noted that I was at TBWA for an full Nissan advertising creative review, and it was during that session that I got a peak at some of the ideas bubbling up for the LEAF. I sent a note to Peter Bracegirdle, who is the managing director for the Nissan account at our agency TBWA \ CHIAT \ DAY, and I invited him to talk a little about the some of what's going on behind the scenes with LEAF. Also, I hope you see the press release that Nissan North America just issued talking about the U.S. Battery Plant.
Hope you enjoy.
Jeff
____________
Advertising the 100% electric Nissan LEAF is different. In many ways the LEAF is just like a traditional car of course; it looks like a normal car, it is fun to drive, holds 5 passengers in comfort and does everything you might expect a normal car to do and does it well. But it is not a normal car. It was borne from a passionate belief in the promise and importance of electric vehicles to the future of motoring and the health of the planet. We see the Nissan LEAF as the start of a movement. In developing advertising plans for the LEAF we see our job as helping to mobilize that movement.
Like all strong movements it starts with the advocates; our owners. LEAF owners are passionate and committed. They love their LEAFs. So we are going to continue to build on our support for the owner community online and through more events like the National Plug-in Day. More than with any other car, LEAF owners are incredibly enthusiastic about telling other people why owning a no gas car makes so much sense so we are going to do more and more to help owners tell their stories and grow the movement.
The owners help us shape our plans as well. You told us you wanted to see more chargers appearing more quickly so we have accelerated our plans to introduce more chargers near your home, at the workplace and beyond. More chargers help improve the ownership experience, of course, but they also reduce range anxiety for those considering buying a Nissan LEAF.
Almost everybody’s daily commute is comfortably within the LEAF range but people tend to over estimate how far they travel each day. So we will be promoting a simple calculator that not only helps them realize a LEAF has all the range they need but also how much they would save a year. The calculator factors in what car they currently drive, local gas prices, their daily commute distance and the incentives that LEAF owners are offered where they live. For most people this saving is thousands of dollars a year.
The Nissan LEAF is revolutionary but it is not a car of the future. It is a car for now. It just doesn’t use gas. But for some people it feels like a big step to move to EV. To help these folks realize how great a ‘real’ car it is our advertising will celebrate that the Nissan LEAF is a very practical 5-seater hatch, with great technology, that is incredibly fun to drive with ownership costs that offer fantastic value.
And finally, in the US we are looking forward to a very big 2013 for the LEAF. The first locally made LEAFs go on sale in the New Year not only helping to support US manufacturing but also helping us to bring the price down and allow more people to join the movement. Another great chapter in an already great story.
Peter Bracegirdle
Recently, I noted that I was at TBWA for an full Nissan advertising creative review, and it was during that session that I got a peak at some of the ideas bubbling up for the LEAF. I sent a note to Peter Bracegirdle, who is the managing director for the Nissan account at our agency TBWA \ CHIAT \ DAY, and I invited him to talk a little about the some of what's going on behind the scenes with LEAF. Also, I hope you see the press release that Nissan North America just issued talking about the U.S. Battery Plant.
Hope you enjoy.
Jeff
____________
Advertising the 100% electric Nissan LEAF is different. In many ways the LEAF is just like a traditional car of course; it looks like a normal car, it is fun to drive, holds 5 passengers in comfort and does everything you might expect a normal car to do and does it well. But it is not a normal car. It was borne from a passionate belief in the promise and importance of electric vehicles to the future of motoring and the health of the planet. We see the Nissan LEAF as the start of a movement. In developing advertising plans for the LEAF we see our job as helping to mobilize that movement.
Like all strong movements it starts with the advocates; our owners. LEAF owners are passionate and committed. They love their LEAFs. So we are going to continue to build on our support for the owner community online and through more events like the National Plug-in Day. More than with any other car, LEAF owners are incredibly enthusiastic about telling other people why owning a no gas car makes so much sense so we are going to do more and more to help owners tell their stories and grow the movement.
The owners help us shape our plans as well. You told us you wanted to see more chargers appearing more quickly so we have accelerated our plans to introduce more chargers near your home, at the workplace and beyond. More chargers help improve the ownership experience, of course, but they also reduce range anxiety for those considering buying a Nissan LEAF.
Almost everybody’s daily commute is comfortably within the LEAF range but people tend to over estimate how far they travel each day. So we will be promoting a simple calculator that not only helps them realize a LEAF has all the range they need but also how much they would save a year. The calculator factors in what car they currently drive, local gas prices, their daily commute distance and the incentives that LEAF owners are offered where they live. For most people this saving is thousands of dollars a year.
The Nissan LEAF is revolutionary but it is not a car of the future. It is a car for now. It just doesn’t use gas. But for some people it feels like a big step to move to EV. To help these folks realize how great a ‘real’ car it is our advertising will celebrate that the Nissan LEAF is a very practical 5-seater hatch, with great technology, that is incredibly fun to drive with ownership costs that offer fantastic value.
And finally, in the US we are looking forward to a very big 2013 for the LEAF. The first locally made LEAFs go on sale in the New Year not only helping to support US manufacturing but also helping us to bring the price down and allow more people to join the movement. Another great chapter in an already great story.
Peter Bracegirdle