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?

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