How do you sell cars to an increasingly social and digital audience? Edaran Tan Chong Motor (ETCM) seems to have gone the way of branded content in its latest marketing campaign for the Almera model.
Entitled the Almera Affair, the six-week campaign comprises three webisodes, featuring comedian Kavin Jay. The videos, created by The Greatest Hits together with Creative Juice, are aimed to engage, entertain and encourage sharing on social media.
The first video entitled See them, see them not. Almera saves you from the peacock., was released last week and has since garnered more than 18,000 views.
The brief given to its creative agency, Creative Juice, was to showcase Nissan Almera in a light-hearted, humorous manner and to relate to the younger, sophisticated, urban segment.
"We are surprised with the responses we have had so far, with fans sharing the videos and talking about it. It took people by surprise as they did not expect entertainment value from Nissan," Cheryl Goh, general manager of group digital marketing and business development, told A+M.
Goh said Kavin Jay was an appropriate talent to appeal to Almera's urban audience as he was able to provide context to audience and relate to topical contents.
VJ Anand, creative director of Creative Juice, who also made a special cameo appearance int he video, said although the production was on a low budget, it was a fun project to work on.
The other two videos highlight the features of Nissan Almera's exteriors and its intelligent key.
The campaign is driven primarily on the digital platform and also supported by print.