Nissan has brought back the “Ride of Your Life” Altima marketing campaign in the US, but this time it’s not about fooling people they’re riding in specially prepped race cars.
The latest version of the campaign features a group of consumers who are invited to a local shopping mall where they find a large Smart Glass box. When the box opens, they see a 2015 Nissan Altima, which takes them to a nearby race track for some high-speed demonstration rides given by professional drivers. The people then get to drive the Altima themselves on the track.
“Consumer response to last year’s campaign was so strong, we just had to play it again, even bigger and better,” said Jeremy Tucker, vice president, Marketing Communications and Media, Nissan North America. “You can see the excitement on the participants’ faces when the Altima is revealed at the mall, and especially after their track ride-and-drive experience – reinforcing our belief that Altima is no ordinary mid-size sedan,” he added.
The campaign runs throughout May on broadcast and interactive channels and includes 30-second and 15-second national and cable broadcast spots and a range of digital executions, along the 2-minute YouTube video that you can watch after the virtual break.
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