here to tell us all about it is Allyson Witherspoon.
Nissan's Chief Marketing Officer
Allison, thank you so much for joining us this morning.
Can you just talk about how this concept was developed?
Sure,
Absolutely.
When we thought about going into the Super Bowl,
what we really wanted to make sure that we
got across to viewers was really our transformation um,
as a company and also how one drive in a Nissan can change everything.
Um,
and so we wanted to tell that we thought we have
amazing new models that are gonna be coming out this year,
Our model year 2023
Nissan Z as well as our all electric 2023 Nissan Aria.
And so we wanted to feature these vehicles and help us
and have those vehicles help us to tell this transformation story.
You know, this is Nissan's first Super Bowl ad since about 2015.
So I imagine the timing um, is pretty strategic here.
Why was then, you know,
right now the time for the company to kind of get back in
the big game and to be a part of the big game.
Yeah, exactly.
Being to actually advertise in the Super Bowl, it's a very considered purchase.
Um, it's a very considered investment.
When we were looking at whether or not we
should advertise in the Super Bowl this year.
We thought about,
we have been investing in our brand over the
last year and really focusing on building our brand.
We've been running a yearlong brand campaign.
We've also been on a massive product transformation and
the All new Nissan Z and the all electric,
All new Nissan Aria are just two examples of that which will be launching this year.
So we felt that we had the right momentum, we have the right product.
Um, and we were,
we had the right type of transformation story that could
really bring this creative in this message to life.
You know, speaking of this message, this message is, you know, bigger than this,
just 60 minutes or 62nd spot needs time.
We understand rolling out kind of even more content
that the days leading up to the game.
Um,
can you just talk about the importance of
this kind of like multipronged 360° campaign?
Sure, absolutely.
I think, you know, if you advertise in the Super Bowl,
it's not just about the game day,
you need to be amplifying your content as an advertiser
to make sure that you're able to see these messages.
Um, and so it's really important.
Obviously having multiple screens while you're watching is is important.
So you need to make sure that you have
content that's in social media and digital media,
but also it's about leading up to it.
And I think this creative concept lended itself very nicely to start to
tease it a couple of weeks before the actual big game with,
with teasers that look like movie trailers and to get people interested
in what the concept was and get them to look for more.
And we definitely saw that when we looked at the data and
all the viewers that reviewing this content on our Nissan Usa channels
as you're talking.
I'm watching the commercial itself and it really does look like a movie trailer.
You have some action packed stuff they're happening.
We know that the price of a super Bowl commercial isn't cheap by
a long shot and in 2022 that in christ that prices increased,
but more than a million dollars this year,
I think a 32nd spot hovers right around $6.5 million
in terms of quantifying this investment.
How do you quantify, you know, whether this is really worth it
and quantify, you know, to investors, to bosses and so on.
Yeah, absolutely. So we have a full measurement framework.
So we look at, is it able to drive demand? Does it have a return on our investment?
Does it have and a return on our objective when it comes to,
does it build brand awareness, brand familiarity and brand health over time.
So we have a wide variety of key KPI s that we measure to really determine.
Is this a success?
And did it deliver on the, I didn't deliver value on what we invested in it.
How does this ad campaign really provide a glimpse um,
for what's next in the Nissan brand?
I know you touched on this kind of at the top here,
but there just seems like there's so much to come, you know, from the brand.
Yeah, absolutely. It's an exciting time
to be a part of Nissan and especially with all
of the exciting new products that we have coming up.
So this year again we're gonna be focusing on our brand campaign.
The Super Bowl is just one piece of that,
but we will continue to have a brand message throughout
the entire year and then we're also going to be launching
the all new Nissan Z and the all new Nissan aria.
So those are,
so this is just kind of a hint of what we're going to be looking looking at and,
and focusing on for the year.
So good to have you on. Congratulations on the success.
I'm excited to kind of watch the commercial during the Super Bowl.
Just getting a glimpse of it there a little while ago,
appreciate everything Allyson Witherspoon.
Nissan's chief marketing Officer.