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.
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.
