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Nissan Displays Unique Street Scenes as Extension of Maxima's "Hotness'' Campaign

2005 Nissan Maxima Creates Urban Meltdown in New York and Los Angeles; Nissan Displays Unique Street Scenes as Extension of Maxima's ``Hotness'' Campaign
October 08, 2004 7:26:00 PM ET

New York pedestrians may feel an overwhelming sense of heat today when walking through Manhattan's SoHo district. No, it's not summer again, but an innovative marketing technique Nissan North America, Inc. NSANY (NNA) designed to capture the attention of consumers.

Starting today, the 2005 Maxima will be positioned in live street scenes that will create an effect of an urban meltdown, causing nearby objects -- such as street lamps, trash cans and parking meters -- to melt and droop. The Maxima will appear at prime locations in New York and Los Angeles, positioned beneath backdrops of large print ads that portray a burned, charred effect caused by the "hot" Maxima. In New York, heaters and glowing lights will be placed around the vehicles to enhance the ultra sensory effect.

Over the next two weeks, the street scenes will show up spontaneously and then move to another location after a period of three days. The first scenes appear today at the corner of Houston & Lafayette in New York and Melrose & Spaulding in Los Angeles. Consumers can also see the street scenes at the following locations:

New York:
Third Avenue @ 13th Street, 10/12 - 10/15
West Broadway & SoHo Grand, 10/17 -10/20

Los Angeles:
Highland and Sunset, 10/12 - 10/15
3rd Street & Harper, 10/17 - 10/20

"Nissan hopes to reach beyond traditional marketing with this unique integrated campaign," said Fred Suckow, Director of Nissan Marketing. "With the Maxima street scenes, consumers are engaged through all their senses. Not only will the scenes grab the attention of onlookers in busy metro areas, but they will also bring to life the essence of Maxima and the 'Hotness' campaign."

All creative for this campaign was designed by Nissan's transcultural agency TRUE, located in Playa del Rey, California. The campaign adds to last year's highly successful "Touch" campaign that helped launch the redesigned Maxima.

Other forms of "Hotness" Marketing

Television

In the television ad -- which began airing in June -- a young female African-American experiences the driving performance of the 265 horsepower Maxima. The ad dances from reality to fantasy, from winter to summer, leaving the viewer and driver exhilarated but puzzled by their experience.

Print

The print ads -- which began in September -- are designed to associate the Maxima with a high-end, upscale lifestyle. One of the ads "Sweat It" features a knob dialed past its hottest point, portraying the luxury audio element of the Maxima. Another ad, "Fader Fever," portrays a DJ's fader switch turned all the way up, with a tag line of that describes the available GPS navigation and Bose stereo system. The print ads can be found in the following publications: African Americans on Wheels, Black Enterprise, Essence, Fader, Rides, Mass Appeal, NV, Odyssey Colour, Suede, Vibe and XXL.

Wild Postings

As part of out-of-home advertising, the print ads will also be re-designed in wild postings form. These ads will be displayed in urban areas and as the backdrops to the street scenes in New York and Los Angeles. The wild postings will portray a burned, charred effect caused by the Maxima.

About 2005 Nissan Maxima

The 2005 Nissan Maxima continues the formula passed down from five previous generations -- an unmatched blend of performance and luxury. The sixth generation Maxima, which received the AutoPacific's Vehicle Satisfaction Award for the Entry Luxury Car category, combines Maxima's traditional high level of performance from the award-winning VQ engine with expressive sports styling and bold design innovations. The 2005 Maxima's SkyView(TM) features a glass panel roof running lengthwise over the front and rear seats, while the Elite Package includes a fixed, full center console that creates true 4-place seating.

About Nissan North America, Inc.

In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. More information on Nissan North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissanusa.com and www.infiniti.com.

Contact Information: Nissan North America Terri Hines, 310-771-5155 terri.hines@nissan-usa.com or TRUE Agency - New York Sherry J. Bitting, 212-625-1192 ext. 16 sbitting@trace212.com or TBWA/Chiat/Day - Los Angeles Ryan Fey, 310-305-5310 ryan.fey@tbwachiat.com

© 2004 BusinessWire

Cool...Ive already seen an ad in a magazine with the the 04 Max and a knob that says HOT...HOTTER...MAXIMA! (of course the knob is switched to "MAXIMA")

How about taking the money from the ad campaign to fix all the issues? LOL I swear there are more nissan commercials then any other car company right now on TV. What kind of statement is that? Unless you consider some of the GMC commercials.

I will try and get out there and take some pictures. I'm only about 2 miles from SOHO.

Quote:

Originally Posted by maximadave

Quote:

Originally Posted by packetattack

I will try and get out there and take some pictures. I'm only about 2 miles from SOHO.

that would be sweet! :happyface

Quote:

Originally Posted by packetattack

I will try and get out there and take some pictures. I'm only about 2 miles from SOHO.

I didn't know about this, otherwise I would have gone down there... I work on 23rd, 2 blocks from 3rd Ave.

Somebody remind me to get my camera (nice 5 megapixel one too :)) and head down there tomorrow... :)

hmmmm very interesting. With any luck, maybe this will help the aftermarket as well.

Anyone from Southern Cali is going down, I know I'm going there....

Great read! Thanks, maximadave. This brought back memories of the ad last year where a guy was so overcome by the 'hotness' of an '04 Maxima (also parked on the streets of NYC) he completely crushed an orange he had in his hand.

Like others, I have noticed Nissan advertises more than many makes. I don't mind that. But, like others, sometimes I am not sure corporate Nissan is listening very closely to (and reacting positively to) customer complaints about their cars. To me, this would seem to be an opportunity to get input from a huge cadre of testers without having to pay their salary.

But maybe they are listening, and just feel it may be better if we remain in the dark about it. The factor working against this thought is their long delay in fixing such simple problems as the misaligned glovebox door after building over 100,000 '04s. But who knows?

Does anyone have pics yet of the first Maximas?

I just went down to check it out... I was waiting for the weather to get better, but seeing how today was the last day I figured I wouldn't chance it.

The best way to describe it more as an exhibit... I'm sure it took a ridiculous amount of work, and they chose the location very, *very* well... it's right NEXT to a club and a movie theater, around the corner from another club and across the street from one of the NYU dorms and a restaurant. I'm sure that thing gets more stares than anything else in the area.

The car is actually embedded in the wall... the whole wall (it's actually covering a chainlink fence from a parking garage that's there) is covered by the Maxima "hotter" dial thing that somebody mentioned before. It's a silver car with a dark interior and looks helluva nice. :) They painted the inside of the hole where the car is black, so it's a really good contrast.

The sidewalk stuff is very well done... there's a lamp post, a trash can, a street sign and a parking meter... all melted and black like they were at Hiroshima. The street lamp almost looks full-sized and is bent in half and twisted, with the bulb part itself actually resting on the ground. When I went out there, a constant stream of people were looking and touching... everybody talking about it.

The damn thing is actually on 12th & 3rd, so I almost didn't find it, btw... :)

I have a good 20 pictures or so, but don't have a memory stick reader or the cable for my camera (left them home, sorry :)), so that is gonna have to wait.

Quote:

Originally Posted by VG Ill ridah

http://forums.maxima.org/showthread....=1#post3295010

WOOF... that's the one. :)

Almost the same pictures I took. I'll upload mine later if anybody wants more detail.

I guess I should keep an eye on the other folders too... :)

Yeah, please send yours. I'm sure you have a lot more detail than the camera phone since you used a real camera.

Quote:

Originally Posted by viguera

WOOF... that's the one. :)

Almost the same pictures I took. I'll upload mine later if anybody wants more detail.

I guess I should keep an eye on the other folders too... :)

Quote:

Originally Posted by viguera

WOOF... that's the one. :)

Almost the same pictures I took. I'll upload mine later if anybody wants more detail.

I guess I should keep an eye on the other folders too... :)

please post them.

Quote:

Originally Posted by msoemax

:buttkick:

That is so true! Notice that the "least selling cars" are the most advertised?
I never see Toyota Tacoma ads unless its the Toyotathon cr-p. Or Honda Accord, or Acura TL. Ever see a Prius Ad sale with cash back?

Nissan...I want a $100 coupon for Shifter Bezel Upgrade (so I can have power socket on top). And give us an input (factory) for iPod. Too many Nissan Altima, Titan, Sentra and Murano commercials. And that big thing...what was it? oh Infiniti makes it...MUV (massive ute)

Bah... sorry about the smudge on the lens and the bad white balance... hopefully it will still be there tomorrow and I'll go take some more pictures when it's sunny... :)

As a marketing major, I love this campaign. Not sure how they can measure the results, but very creative and innovative...

haha another marketing major, definitly creative. would be hysterical if the car got stolen