Nissan has only recently developed a presence in Brazil and was looking to jump-start its relationship with drivers there. It wanted an innovative way to introduce its worldwide brand belief, ‘Shift’, to the Brazilian consumer.
To reach its target audience, Nissan chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. To incorporate the idea of ‘Shift’, Nissan decided to change people’s relationship with the news. Rather than have people passively reading the news, it wanted them to become the news.
For the first time in its history O Estado de Sao Paulo ran a blank front page that allowed us readers to upload their own news stories and photos via the website. The next Sunday, every subscriber was front page news, as the bespoke paper arrived with their front page design.
The ‘Shift’ campaign had the largest response for any newspaper promotion in Brazilian history. Nissan made it to the front page two Sundays in a row and its Brand Familiarity in Brazil doubled through the initiative
