Nissan Launches the All-New 2007 Versa Marketing Platform 'Autoclaustrophobia'NASHVILLE, Tenn.--July 31, 2006--Today, Nissan announces "autoclaustrophobia," a creative marketing platform to launch the all-new 2007 Nissan Versa. The campaign spoofs catchphrases of traditional pharmaceutical advertising, detailing the symptoms of "autoclaustrophobia" -- lack of leg room, headroom and space. The Versa is the third vehicle to be launched under the Next Generation Shift_2.0 campaign, building on the promise that Nissan offers vehicles that "thrill and inspire you."
"The Versa is a big hit. It's the perfect car for consumers seeking space, value and technology," said Jan Thompson, vice president of Nissan marketing. "Versa offers innovative features for the subcompact segment such as Intelligent Key, Bluetooth and CVT."
The phrase "autoclaustrophobia" is being trademarked by Nissan. "We were surprised at consumer research how quickly respondents adopted and started using the term autoclaustrophobia," said Michelle Erwin, senior manager of Nissan marketing. "It was as if they had heard the term for years. One respondent even claimed to be suffering from autoclaustrophobia."
The autoclaustrophobia campaign launched with a teaser campaign on AOL's popular music property, "Network Live." On "Network Live," Versa sponsors live music concert series featuring top artists such as Pearl Jam, Pink, Carrie Underwood, and Rascal Flatts. The online campaign will also run on automotive and lifestyle websites such as DoItYourSelf.com, Oprah.com, Style.com, VH1.com, ESPN.com, Evite.com, and others.
The Nissan Versa will also be the primary sponsor of the new NBC reality series "Star Tomorrow," which premiers tonight at 8:00 PM and will be followed by an online series. The all-new Versa will appear on stage every performance, where musicians compete for a chance to win a recording deal with a legendary music producer.
The high-reach broadcast launch is scheduled for early September and includes sports properties as well as presence in national, cable and 27 spot markets. Viewers will learn about the ultimate relief for autoclaustrophobia -- the all-new Nissan Versa. All spots end with the MSRP price point and the line "Ask your Nissan dealer if Versa is right for you." Two spots are planned for the hatchback, and one for the sedan version, due in February.
Creative is handled by Nissan's agency, TBWA\Chiat\Day, based in Playa del Rey, California, with support from TEQUILA, The Designory and OMD.
2007 Nissan Versa Product Claims (within class): Largest engine (1.8 liter) Most HP (122HP @ 5200 rmp) Most Torque (127 lb-ft @ 4800 rpm) Only 6-speed manual Only CVT Most front and rear headroom (sedan only) Most rear leg room Most cargo volume with seats folded down (hatchback only)