If you had read our earlier report on the Nissan Micra, we had mentioned that Nissan has started marketing their car in various means. Now days, you can find ads in Newspapers, Radio, Google ads and TVCs. As a part of their brand building exercise, they displayed the Nissan 370Z in Chennai at Citi Centre mall which we exclusively covered. This time around, we had a look at the wireframe model of the Nissan Micra that was on display. As a bonus, we even found that Chevrolet and Volkswagen were also present to display their Beat and Beetle respectively. Read on to find out how the day went.

Nissan had put up a simple stall with posters of their four cars currently on sale in India along with display screens and most importantly, a 1:1 wireframe model of their soon to be launched small car, Micra. Since Wheelosphere already had a look at the Micra at Sherif Nissan, the wireframe didn’t look new to us. It was however well modeled and the steering in the model worked. It even had working doors that were secured so that kids don’t break the model. The videos that were being played explained the Nissan brand well as were individual interfaces that explained each of 4 models Nissan sells in India. The tour is scheduled to continue to other places and will remain in Chennai today too. In case you missed it, then you can catch up when Nissan puts up a stall again. Check the Press Release, display schedule and high resolution pictures after the break.

Press Release

Get ‘Up Close and Personal’ with Nissan India’s ‘EXPOSURE MARKETING’
	Interactive Displays at high footfall areas to create Brand awareness An Unique Wire-mesh design of soon to be launched Micra on Display Mumbai/Chennai, May 10, 2010: Nissan Motor India Private Ltd. (NMIPL) in line with its ongoing campaign to build brand awareness to reach out to its target and prospective customers has started a new ‘EXPOSURE MARKETING’ initiative at high footfall areas across key cities in India. Beginning in May 2010, this two-day activity will be held every Saturday and Sunday at a prominent mall in the city and will move to different location in a different city the following weekend thus covering the length and breadth of the country. The activity will continue until December 2010. As part of the initiative, specially created pavilions with interactive LCD display kiosks are set up at these malls and visiting customers are encouraged to participate by specially trained Nissan Brand Ambassadors and guided to this pavilion. Through the interactive kiosks, each customer gets an overview on the Nissan heritage, its products and an opportunity to choose a model of their choice. A micro site on Nissan Micra has also been created for the followers of the car to know the first hand information of the Micra. http://nissanmicra.co.inAdding to all this excitement, during the pre-launch phase is a unique wire frame design of the soon- to-be-launched Nissan Micra on display providing curious customers a ‘touch and feel’ effect of the car before they get to see the real one at the Dealer showrooms. The actual car, would replace the wire-mesh design display once it is launched commercially in July 2010. Says, Kiminobu Tokuyama, MD &CEO, Nissan Motor India Private Ltd., “We are very encouraged and humbled with the response and number of enquiries received on the showcasing of Nissan Micra. As we gear up for start of sales in July 2010, we are constantly looking at innovative platforms to reach out to our target and prospective customers. The Exposure Marketing initiative is one such opportunity to not only build awareness of our brand but also seek valuable insights from our prospective buyers on our new product offering.“ Says Abhijeet Pandit, VP (Operations), Hover Automotive India, “The Exposure Marketing initiative helps us to gather database of our target and prospective buyers of the Micra. As we ramp-up our dealership network across the country, we also felt it pertinent to create more touch-points for our prospective buyers to learn more about the brand, our products and services. Given the curiosity and interest around Micra, we also decided to create a wire-mesh display of the car to attract customers with a sneak preview of the product to build additional excitement till the actual car hits the roads.” The Nissan Micra wire frame design to be displayed at the Nissan pavilion also highlights the engineering and design skills of a car enthusiast turned entrepreneur Faisal Nensey who specializes in re-designing and modification of cars in Mumbai. The Nissan Micra wire frame display is a result of 208 Kilograms of steel rods involving 4000 man-hours that involved studying and analyzing the photographs, designing and execution. During the two-day special activity, potential customers visiting the Nissan pavilion are offered with a variety of interactive programs like choosing the right Nissan product based on certain set of criteria and personal needs. Apart from the Micra, visitors are also exposed to Nissan’s existing range of products like X-Trail, Teana and 370Z

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