Nissan Tiida. Soft City.

Nissan Tiida, launched in 2007, operates in most crowded and biggest in volume segments of the automotive market – the c-segment.

But in terms of sales and awareness Tiida performance was rather poor.

Minor changes in 2010 gave us a chance to step in and rebuild the awareness to change the situation and drive sales.

That was a challenging task, especially because those minor changes – were really minor.

We looked at the competitive conversations within the market and discovered that majority of the segment players are communicating their models within beauty, dynamics – or both. Meanwhile one valuable thing from the world of bigger and more expensive cars was completely overlooked.

CONVENTION: Somehow the market adheres to a convention that c-class car owners don’t value comfort and serenity driving.

VISION: We then defined vision for Tiida – to bring bigger car values to c-class

DISRUPTION: And our disruptive idea was – a surprisingly comfortable ride.

We made ourselves comfortable, and that’s how “soft-city” creative idea was born.

Key visual has been used in print, and in digital - we have amplified the idea of letting everyone experience comfort of Tiida at the click of their mouse.

Results speak for themselves: Tiida more than doubled it’s share in the c-segment. And of course awareness improved as well.

By the end of the year Tiida jumped ten places up in the c-segment rating.