Nissan Introduces Their New Mobile Device

by erica ~ April 13, 2009

A few months back I wrote a blog about Dentyne’s new ad campaign that incorporated technology terms as a unique way to catch their audience’s attention.

Similarly, Nissan has recently rolled out their new campaign for their new car, Cube, according to the New York Times. Instead of calling it what it is, Nissan has decided to refer to this car as a “mobile device.” To connect with consumers, the Cube is presented as a part of a fun, busy life that can be customized and personalized as easily as a cell phone ring tone or a Facebook page. Like Dentyne, Nissan will utilize key words such as “search engine,” “browse,” “storage capacity,” “add friends” and “set preferences” to describe features of the Cube.

“This is a tough time to bring anything out, whether a car or a new TV,” acknowledged Kerry Feuerman, group creative director at the Playa del Rey, Calif., office of TBWA/Chiat/Day, part of the TBWA Worldwide unit of the Omnicom Group, which is the Nissan North America creative agency.”So we decided we wouldn’t think about it as a car,” he added, but rather “position it as designed to bring young people together - like every mobile device they have.”

Although right now might not be the best time for new cars and fancy technology, the Cube is listed at the starting price of $13,990, which may be a big plus for some consumers who are looking for the latest in both technology and automotive.