Code of Conduct

Challenge​

Taiwan currently faces the highest divorce rate in Asia and the lowest birth rate in the world. Conversations around “Should we get married?” and “Should we have children?” dominate social platforms being topics that naturally intersect with decisions about buying a home.

In Taiwanese culture, marriage represents “building a home,” making newlyweds a major force in the housing market. As the leading real estate brand in Taiwan, Sinyi Realty wanted to address the marriage and fertility anxieties weighing on young people today and use this moment to reinforce its belief that trust is at the heart of every happy family.

Solution

Create Social Buzz and Advance Involvement of Sales Representatives

Before NISSAN Taiwan can officially announce ALL NEW SENTRA’s complete spec and car viewing, we combined the car’s unique selling points with trending social topics and produced multiple marketing materials. We also loop in dealerships and sales representatives in advance so that they are able contact prospective customers first.

ENTERTAINING CONTENT

With in-depth research and observations to find trending topics, we generated series of social posts playing with trending topics, while adapted a popular Taiwan hip-hop song that embeds the car’s USPs to draw in public’s attention within a short period of time.

REDEFINE MEDIA

Refined dealership sales’ roles and saw them as individualized we media platforms that we can utilize, we involved and co-created with NISSAN’s dealership sales throughout the campaign, even in the music video’s making. In the end, we not only looped in the sales channels in advance, but also utilized them as media channels to directly interact with potential customers.

TAILORMADE OMNICHANNEL

After mapping out media resources we have on hand, we utilized different media platforms to deliver different contents/messages to different target audiences – Existing NISSAN owners; Young generation and C-segment potential customers.

Result

​Successfully hyped-up consumer interest and reached remarkable sales performance

With integrated efforts between NISSAN Taiwan, various media, dealership sales and multiple other resources, the music video we produced  received nearly 4 million views and reached up to 5.5 million people in total. The outstanding omnichannel marketing communication assisted NISSAN Taiwan to exceed pre-sale target by 1.5 times, led to be ranked as the 2^nd best-selling car in the first month of official release in 2020, and ultimately reached a sales number that is 708% higher than same period last year(2019).

The success of the campaign is recognized and received a Silver Award in “Best Sales Conversion of the Year” and a Bronze Award in “Best Advertisement Performance of the Year” in the 2021 Brain Magazine Award.