Nissan goes online in Sweden

Last month Nissan has introduced two new car models (Pathfinder and Murano) in Sweden. To support the launch the automaker has asked web agency Paregos to create its first online campaing in the country. Although there are certain differences between the two models, they have different communication concepts but the current promotional effort shares a mutual campaign strategy. The campaign sites are largely based on emotional appeal, as well as the personality and brand name of the cars. Daniel Ilic, creative at Paregos in Stockholm, gives us further details on Paregos’ creative approach: “We’ve introduced two explicit car models without actually showing them. They are always in the focal point, but mostly for the effect that they have on their surroundings. We picture the Murano causing a big sensation out on the street; the Pathfinder is a driving experience, and users don’t have to go further than the banner to find that out.”
These are the links to the two sites:
- Pathfinder http://www.nissan.se/pathfinder/
- Murano http://www.nissan.se/murano/