Nissan USA: Nissan Ambicultural

Nissan, an automobile manufacturer, launched its bilingual campaign Nissan Ambicultural to promote four of Nissan's models among Hispanic adults in the USA and to better understand how to target that particular demographic.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Do bilingual Hispanic consumers prefer being marketed to in English, or Spanish, or do they sometimes but not always prefer one over the other? Automaker Nissan was challenged not just with finding an engaging way to reach Hispanic consumers that put them 'in the driver's seat, but also to generate valuable insights for how to market to them in the future. They built an interactive campaign for streaming video platforms that raised awareness for four of Nissan's 2019 auto models among U.S. Hispanic adults, while simultaneously giving...

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