Datsun steps on the innovation pedal to draw eyeballs

Datsun
India launched its first ever compact MPV’Go Plus’ in a highly
competitive automobile market. It was quintessential for the brand to
stand out in this market. The pre-launch review of the product created a
hype around the car, and to keep the buzz going, the brand came up with
a high decibel multi media campaign wherein the OOH media played a
vital role.

The brand assigned the OOH duties to Brandscope India
to plan and execute the OOH campaign along with a clutter breaking
innovation in Mumbai. The objective was to create buzz around Datsun Go
Plus being the first movable family lounge. The need was to portray it
as the complete family car, a car that has enough space for all using a
path breaking innovation.

Brandscope (OOH agency) with the
support of TBWA (Creative agency) and OMD (Media partner) worked on the
innovative idea. The innovative idea was to put on display a car that
splits wide open into two halves, revealing an imagery of a family
comfortably sitting inside the car, relaxing on the couch along with
their luggage. The imagery clearly communicated the core offering of
Datsun Go Plus i.e.’Larger space’. Further on, the brand logo was
highlighted using LED lights. The idea was a perfect mix of strategic
communication and attention grabbing innovation. Adding the extra
mileage to this innovation was its execution excellence; the innovation
went live at the prime location’Mahim causeway’ in Mumbai.

The
core challenge was to create and implement the innovation. This was
achieved through a well-planned mechanism. two pulleys were installed at
the corner of the billboard which was then attached to a chain. A
reverse forward motor was installed with sensors, which would control
the movement of the objects. The two objects were attached to a chain
and a platform was created with a track to slide the wheels Installed in
the objects.

The combination of strategy and innovation led to a
high decibel and large scale word-of-mouth impression. The entire
activity ran for a period of 30 days and resulted in being a high recall
proposition.