Yahoo! and Nissan Team Up for Simplicity Campaign
- Wednesday, September 2nd, 2009
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Yahoo!, car maker Nissan, and media agency OMD have launched an integrated mobile and online campaign to raise awareness of the Simplicity positioning of Nissans small car range across Europe, and to promote Yahoo!s online and mobnile offerings. The campaign went live last month in the UK, France, Germany, Italy and Spain, and will run initially for six months.
Planned and bought from OMD Internationals office in Paris, the campaign comprises two main elements. The first is a co-branded channel that houses a series of tutorials, showing users how to make their web experience simpler through Yahoo!s communication tools: Mail, Answers, Messenger and Mobile all of which, the campaign point out, share the same focus on innovation and simplicity as Nissans City Car range. To drive traffic to the channel, co-branded adverts and editorial placements have been created and placed across Yahoo! sites.
The second element is a customisable application on the Yahoo! Mobile homepage called My City, which sits in the My Interests section of Yahoo! Mobile and offers users the chance to add content about a particular city they visit, such as events, places to eat, travel and weather information.
The partnership between the two brands follows a successful campaign in February 2009, when Nissan turned to Yahoo! to create an integrated campaign around its activity in major ski resorts in Europe, under the Nissan Sports Adventure banner. As part of the activity devised and managed by OMD, Yahoo! created a microsite to provide local information and interactive entertainment to skiers visiting any of the five ski resorts in which Nissan installed its All Mode Runs. These specially designed snow courses featured cameras that took a series of around 12 photographs in a matter of seconds to capture pictures of skiers and snowboarders on the slopes. The pictures were automatically uploaded onto Flickr from Yahoo!, with each skier given a unique code so that they could find their pictures online. This became one of the biggest photo streams ever on Flickr.