Nissan image spots

Nissan challenges other car makers to match its level of customer satisfaction in a new image campaign that encourages viewer participation with a spoof of interactive tv.Viewers are asked to use the contrast button of their tv remote control to answer...

Nissan challenges other car makers to match its level of customer satisfaction in a new image campaign that encourages viewer participation with a spoof of interactive tv.

Viewers are asked to use the contrast button of their tv remote control to answer ‘True’ or ‘False’ to the questions in the ‘Auto Satisfaction Quiz.’

Statements such as ‘My car has a warning light to tell me when my windshield washer fluid is getting low,’ all pertain to Nissan services.

The presenter finishes the quiz with ‘Return your contrast to normal and find out which car company is doing more to satisfy its customers than any other car company,’ as the Nissan logo and ‘Built for the Human Race’ theme-line appear.

Before clicking the commercial off, he ends with, ‘If you answered ‘False’ more than once, call Nissan at 1-800-387-0122. Isn’t interactive tv fun?’

Peter Housely, vice-president, account director for Nissan agency Chiat/Day Toronto, says Nissan has been averaging 60 calls per evening.

Housely says 70% of the calls are requests for product and dealer information, although some have called to find out if the commercials are truly interactive.

Ian Forsyth, Nissan Canada director of marketing, says ‘We wanted our new advertising to provide specific information about Nissan’s philosophy, and develop a strong call to action for consumers to interact with Nissan,’ Forsyth says.

The campaign launched last week with 90- and 60-second English and French versions. A 30-second tv spot will be introduced for a four-week run in early April to set the stage for the launch of Nissan’s 240SX and Maxima.

Credits at Chiat/Day go to creative directors Marty Cooke and Peter McHugh, and agency producer Bette Minott.

Shooters Film handled production.