Nissan turns to digital in Almera launch

Edaran Tan Chong Motor (ETCM) has launched the Nissan Almera, the latest edition to the B-segment market, with a 360-degree promotional campaign.

The 360-degree campaign, which includes the traditional nationwide roadshow and test drive activities, also comprises digital and more consumer engagement activities in line with the increase in consumers' digital media consumption.

ETCM had also released a viral video named "Leaked video - Car Shaking at Lembah Kiara TTDI", depicting a teddy bear dancing in a Nissan Almera to underline the spacious cabin space in the new model. The video has garnered more than 300,000 hits.

A digital consumer contest was launched to give consumers a chance of winning free shopping sprees worth up to RM10,000.

"We have received close to 3,000 bookings as at 2 November," said Anthony Tan, head of marketing of Edaran Tan Chong Motor.

The creative is managed by Grey Malaysia, while digital was handled by G2 Digital and Interactive as well as Nissan's in-house team.