Following the successful Almera Affair campaign, Edaran Tan Chong Motor (ETCM) has launched the “Meet the Hybrids” campaign to push the new Nissan Serena S-Hybrid (S for Smart), touted to be Malaysia’s first hybrid MPV.
The campaign runs for three months starting July 2013, and aims to create awareness for the new model and target modern families that desire a spacious and environmentally friendly vehicle.
In “Meet the Hybrids”, audiences are introduced to a family of five fictional characters, each with his or her own character.
The family comprises Daniel “Big Daddy”, a budget-conscious father; Samantha “Hot Wheels”, a stylish mother; Angeline “Evangeline”, self-proclaimed nature lover; David “The First”, who always wants to be the first to have everything and Julie “The Princess”, the youngest daughter who dreams to be pampered like royalty.
They are portrayed in five videos which have been posted on Nissan‘s YouTube page.
“The launch theme ‘Meet The Hybrids – New Age Family, New Age MPV’ perfectly embodies the Nissan Serena S-Hybrid, portraying a cool, versatile and sophisticated image associated with a family with a flamboyant lifestyle,” said Tan Keng Meng, director of marketing and product planning at ETCM.
Through this campaign, Nissan targets to sell 350 units per month and 2,000 units by the end of 2013.
The idea was a joint effort between TBWA and Creative Juice (CJ), in which TBWA manages the ATL while CJ manages the digital.