Nissan tells drivers to ‘Beware of Strangers’ in newly launched Genuine Parts campaign via V.I.
Full-service creative agency V.I. has launched a bold new campaign for Nissan Genuine Parts this week, encouraging drivers to beware of strangers. The campaign comes in response to an industry-wide focus, led by the Federal Chamber of Automotive Industries (FCAI), around the concerning trend of untested and counterfeit parts.
Says Ian Moreillon, director – customer experience and franchise quality, Nissan: “A non-genuine aftermarket part may look the same, but how well do you really know the manufacturer? Even more importantly, would you be willing to put you or your passengers’ safety in the hands of something you know nothing about?”
The campaign features a quirky ensemble cast of ‘strangers’ who are used to personify common non-genuine parts and accessories. The entertaining spots are the centrepiece of an integrated campaign that poses the question, would you trust a stranger with the people or things that you love?
Says Chris Winterton, creative director, V.I.: “The concept of being wary of strangers is a natural human instinct and a powerful way for us to frame our message. We’ve used a good dose of humour to create intrigue and bring these quirky strangers to life. It’s vital that this idea sticks in consumers’ minds long after they’ve seen it, so that when the time comes, drivers make an active and informed choice to keep it in the Nissan family and insist on Genuine.”
The hero video features all ‘strangers’, and each of these characters also has their own video to extend the campaign’s reach. Over the next 10 weeks, the campaign will be live across a range of channels with an expected audience of more than 11 million.
Client: Nissan Motors Australia
Director Customer Experience & Franchise Quality: Ian Moreillon
Senior Marketing Manager Aftersales Marketing: Natalie Momsen
Agency: V.I.
Agency Principal: Kieren Redpath
Production Director: James Fotheringham
Creative Director: Chris Winterton
Copywriter: Henk Lustig
Production Company: The OTTO Empire
Producer: Jess Langley
Director: Tim Potter
DOP: Joel Betts
Stills Photography: Ben Capp
6 Comments
Great work, cutting thru the boredom of the Aftersales category.
I really, really wanted to like it.
Genuine idea. Dubious execution.
This is great.
Most ridiculous piece of television i have ever seen. I can’t even call it advertising….
How is this great? This is shit. Many aftermarket parts exceed OEM standards and these ads imply all ‘non-genuine’ parts are dodgy. That is simply not true. This is a scare campaign designed to make you think Nissan parts are the only ones worth buying. And guess what, the only place you can buy ‘Genuine Nissan Parts’ is at a ‘Genuine Nissan Dealership’ – what a surprise. Hey Nissan, I’ve got an idea for you. How about you get competitive on price instead of scaring customers into your dealerships and then raping them. You make me sick.