Redefining the Experience of Car Launches in Southeast Asia

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In May 2018, Nissan launched its first mid-size SUV, the 7-seater Terra. With other players having established themselves in the market, we needed to get creative in order to break into this lucrative and highly-competitive segment, especially since this is the first time the Philippines is hosting a regional launch.

A LAUNCH EXPERIENCE THAT GOES OFF-ROAD

Most car launches consist of the usual presentations and routine media interviews. But the Nissan Terra, equipped with Nissan Intelligent Mobility that provides enhanced vision and safety, promises an experience that goes beyond the usual for its drivers. That’s why we took the Terra launch event to a whole new level, allowing its attendees to feel the joy and excitement of being behind the wheel — the way driving was always meant to be.

138 media from seven markets across the region went on a two-day excursion to Clark, Pampanga to get tailor-fit, first-hand experience on the Nissan Terra’s unique capabilities for on-road and off-road driving. Apart from an in-depth product presentation and media roundtable sessions with Nissan executives, the attendees enjoyed a stunt show featuring several Terra units that tested the capabilities of the car to take on any terrain. Afterward, the attendees took the wheel and went on an off-road drive through the lahar beds of Mt. Pinatubo, one of the Philippines’ most famous active volcanoes.

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BRINGING THE EXCEPTIONAL TO THE EVERYDAY

With the support of a pre-launch teaser, always-on social media content, local events and road shows and an exclusive post-event behind-the-Terra media trip in Japan, publicity on the launch of the Terra was maximized to create a wide variety of stories. Without marketing budget spend, the launch reached 105 million people within two days, generated 400 pieces of coverage across the globe, and made the Terra the most visible SUV in the region in the weeks after. Over 100 of these pick-ups came from media in the Philippines alone.

The public instantly saw Nissan as a serious contender in the segment, with over 27,000 people following the Facebook live broadcast. More importantly, pre-bookings for the Terra exceeded expectations. Terra became the 2nd best-selling vehicle by Nissan, accounting for 21% of the brand’s total accumulated sales in August 2018. This propelled Nissan to #3 in the market.

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Celebrating A Literary Legacy With FEU

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The general public may know Nick Joaquin as a celebrated National Artist for Literature, a gifted writer and journalist whose works are studied in schools all over the country. But for the Far Eastern University (FEU) community he is Nick, a part of their family and a dear friend. His works are embedded into the university’s identity and his legacy remains in the values and the rich culture of the 90-year-old institution. Nick wrote the FEU hymn and authored books about notable FEU alumni, including the biography of the university’s founder and first president Dr. Nicanor Reyes, Sr.

Regarded by many as the most distinguished Filipino writer in English writing, it was no surprise that many organizations made efforts to commemorate his centenary last May 4th 2017. But FEU, a distinguished university that champions arts and culture, sought to cement the award-winning writer’s legacy and influence, both within their community and on the Filipino public.

Strengthening the Ties that Bind

While Nick Joaquin is known all over the country, his close relations with FEU gave the university a unique opportunity to shine a personal light to his story. EON and FEU worked together to launch “Remembering Our Nick,” a year-long public relations campaign that showcased Nick’s role in the university’s rich heritage, presented in ways younger audiences and generations to come would find relatable.

 

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Art Inspiring Artists

The campaign kicked off with a full-day event paying tribute to the writer, featuring a memorial lecture from esteemed literary critic Dr. Gemino Abad, and the unveiling of the Special Collections Exhibit at the FEU Library–a section displaying rare memorabilia that provided a glimpse of Nick’s life and legacy, displayed for the first time.

 

In an initiative to use Nick Joaquin’s craft to inspire art in today’s generation, students from the Institute of Architecture and Fine Arts created and exhibited visual interpretations of Nick’s genius in his Palanca-award-winning work, “Doña Jeronima.” FEU Publications also launched the centennial edition of “The Complete Poems and Plays of Jose Rizal,” the first book translated by Nick.

Throughout the year, sustaining initiatives were rolled out to reintroduce Nick’s exemplary work and inspire students and younger millennials through various mediums of art, from essay contests, to device readings and an invitational film screening.

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The culmination of the campaign was held the following year with “Spotlight: The Nick and Sarah Joaquin Day,” an event that brought to life the legacy and influence of the Joaquin family on the university’s thriving arts and culture programs. As the FEU community dressed up as characters from Nick and Sarah Joaquin’s works, members of the Theatre Guild also performed poetry readings, scene interpretations, and excerpt readings.

The university-wide celebration expanded to the larger Filipino community, attracting the attention of Nick Joaquin’s family, friends, and fans, who entrusted FEU with additional rare memorabilia for display in the Special Collections Exhibit. Among these items were the Czech version of “The Woman Who Had Two Navels,” donated by Czech Ambassador Jaroslav Olsa Jr., and Nick Joaquin’s “Pop Stories for Groovy Kids” loaned by Ramon Magsaysay Awardee Ligaya Amilbangsa. Premier sculptor Julie Lluch also gave a bust of Nick Joaquin. Overall, the year-long campaign strengthened the Filipino public’s affinity with the writer, and inspired today’s artists to build a deeper and more meaningful connection with our rich culture and heritage.

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