Staff Reporters
Jun 4, 2012

Usain Bolt headlines Nissan's new global campaign

YOKOHAMA - Nissan has launched its first global brand campaign in partnership with triple Olympic gold-medalist and world record holder, Usain Bolt. Titled 'What If_' the multimedia global brand campaign will span several years and focus on major international airports and online.

Usain Bolt headlines Nissan's new global campaign

The campaign, which was developed and handled by Nissan's global agency TBWA, was launched on 1 June and features a series of airport billboards with Bolt and his Nissan GT-R. Starting with 13 airports including Narita (Tokyo), Hong Kong, Kuala Lumpur, JFK (New York), and Heathrow (London), the campaign will eventually be rolled out to all major international airports worldwide. 

Bolt, who owns a Nissan GT-R, said that he had done his online research before choosing it, "Nissan GT-R is a wonderful car and perfect for me. I love everything in it. I enjoy driving it, and I feel completely safe, and that is the key thing for me," he said. 
 
This campaign is the first initiative of Nissan's newly-formed global marketing organisation that was tasked last year with accelerating the company’s brand power in support of Nissan’s Power 88 mid-term business plan.
 
Nissan’s Power 88 plan includes major investments into new markets, products and technologies to raise its presence across the globe. This campaign is aimed at boosting the already-strong momentum achieved in key markets around the world.
 
The OOH campaign will be extended online with a dedicated global Facebook fanpage which will document the connection between the Nissan GT-R and Usain Bolt, and other stories.

The campaign will be rolled out by selected media agencies on a geographical basis, said a spokesperson for Nissan. 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 day ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

1 day ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

1 day ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.