NASHVILLE, Tenn. - It's back. One year ago, Nissan's popular "Ride of Your Life" Altima marketing campaign captured consumers' attention with the story of consumers being given rides in specially prepped race cars – only to find out the vehicles were actually stock production Altima sedans.
Now, the "Ride of Your Life" returns with a twist, providing the ultimate interactive consumer experience in a new campaign that runs throughout May on broadcast and interactive channels.
In a new two-minute video available on Nissan's YouTube channel, a group of consumers are invited to a local shopping mall where they find a large Smart Glass box. As the box is "unlocked," the glass clears to reveal a bright red 2015 Nissan Altima. Professional drivers then chauffeur the lucky participants in new Altimas to a nearby race track for "the rides of their lives." Following the high-speed demonstration rides, the passengers get the chance to get behind the wheel to experience Altima's full-throttle performance themselves on the track.
"Consumer response to last year's campaign was so strong, we just had to play it again, even bigger and better," said Jeremy Tucker, vice president, Marketing Communications and Media, Nissan North America. "You can see the excitement on the participants' faces when the Altima is revealed at the mall, and especially after their track ride-and-drive experience – reinforcing our belief that Altima is no ordinary mid-size sedan."
Along with the full video, the campaign includes :30 and :15 national and cable broadcast spots and a range of digital executions, as well as Hispanic versions. "Ride of Your Life" point-of-purchase materials feature Altima race car graphics, such as a hanging hood sign and race car wraps. And, the actual Smart Glass box used in creating the video, which was created especially for the event, has been installed at Universal Nissan in Orlando, Florida. Nissan is considering a wider use of Smart Glass technology in afterhours dealership-level marketing applications.
Additionally, in conjunction with Nissan's ongoing partnership with NBC's "The Voice," a special "Ride of Your Life" tie-in features interviews with "The Voice" contestants in 11 major media markets.
"We're going all out with ‘Ride of Your Life 2.0' with a 360-degree mix of broadcast, print and social media extensions," added Tucker. "It's a high-impact campaign for our high-impact Altima."
Behind the Creation of "Ride of Your Life"
Filming of the "Ride of Your Life" video took place in early April at the Santa Anita Westfield Mall in Southern California. A stock Nissan Altima was placed in the 200-cubic foot Smart Glass box. Once the Altima was revealed, participants travelled with police escort to Irwindale Speedway, located about five miles away.
Once there, participants were treated to "hot laps" by professional drivers before being joined by a team of precision-driven Altimas for a simulated race experience, ending in a special "Winner's Circle." The participants then slipped behind the Altima's wheel for high-speed test laps on the track under the watchful eyes of the professional drivers. It was a "trip to the mall" they will remember for a long time to come.
Zimmerman Advertising, Fort Lauderdale, Florida, created the "Ride of Your Life" campaign.
About the 2015 Nissan Altima
The 2015 Nissan Altima, the centerpiece of the Nissan lineup and one of the top-selling cars in the U.S., offers a premium exterior and interior and driver-focused technology. Its many attributes include outstanding fuel economy of 38 mpg highway (2.5-liter engine only) and an outstanding balance of ride comfort, handling and a fun-to-drive demeanor. Altima is offered in five well-equipped models to meet a range of needs and budgets – and with a choice of a 182-horsepower 2.5-liter DOHC inline 4-cylinder engine or 270-horsepower 3.5-liter V6. Both engines are matched with a smooth, efficient Xtronic transmission.