Nissans Pioneering "lost Key" Campaign

By: RyanThomas ">

The Nissan North America, Inc. (NNA) earlier announced its marketing recent marketing plan regarding the Altima. The 'lost key' campaign uses a funny tag attached to the keys. The tag says: "If found, please do not return. My Next Generation Nissan Altima has Intelligent Key with push-button ignition, and I no longer need these."

The 'lost key' campaign is aimed at reaching urban trendsetters through a unique grassroots initiative in major cities nationwide. The campaign uses a creative blend of the traditional and the non-traditional approach in marketing to produce that catchy appeal.

Nissan's "Lost Keys" program will engage street teams to place mock sets of keys. The program will be using one traditional car key and two generic house keys in popular nightlife places so it would appear like someone has lost their keys. The automaker will be intentionally 'losing' a total of 200,000 sets of keys in concert halls, bars, sports arenas and other public facilities in order to promote the Altima's keyless ignition system.

"Using the perfect mix of grassroots guerilla marketing and new media outreach, we think the 'Lost Keys' program showcases the Next Generation Nissan Altima in a unique way," said Michelle Erwin, the senior manager for Nissan marketing communications. "There will be 20,000 sets of keys dropped in targeted hot spots around the country, and we hope this widespread effort will resonate with an important audience for us."

RUE Agency, Nissan's cultural marketing agency, collaborated with Vibe magazine to further the goal of the campaign. Vibe will serve as both media and mobile partners. Those who find the keys are invited to text MVibe or visit www.AltimaKeys.com where they can redeem their prices that include gas gift card or a six-month subscription to Vibe.

The "Lost Key" campaign of the automaker highlights the futility of car keys. The standard Intelligent Key with Push Button Ignition found in the 2007 Nissan Altima is the pioneer in its class. The technology allows drivers to simply push a button to enter and start the vehicle while the key is in their purse or pocket.

Street teams for Guerilla Tactics Marketing Agency will be strategically "leaving" the keys in about 50 nightlife venues in seven major markets simultaneously. Territories include New York City, NY; Chicago, IL; Atlanta, GA; Miami, FL; Dallas, TX; Los Angeles, CA; and Washington, DC. The campaign will start on March 18 and run through March 31.

Aside from the Intelligent Key, the new Nissan Altima is also made to be equipped with the advanced Xtronic CVT, a choice of the award-winning VQ-series V6 or powerful inline 4-cylinder engines, and a long list of technology and comfort features. These features include the Bluetooth® Hands-Free Phone System, a dual-zone automatic temperature control, a refined , comfy amenities, a Bose-developed audio system with nine speakers, a RearView Monitor and a voice activated touch-screen navigation system.

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