25 October 2010

Nissan Leaf Eyes Baby Boomers (Part I)

From International Business Times:

imageNissan's new green car Leaf eyes baby boomers
By Anil Das
The Nissan Leaf … is a 5-door hatchback electric car made in United States.

The difficulty and complexity of marketing this product is obvious to all.  The story evolving will probably be a book someday (whether EVs are a success or a failure). 

I’ll highlight only a few avenues Nissan has chosen – ones that directly relate to advertising/marketing and Baby Boomers.

A few pretty good spots so far.  One touchy-feely with a cute ending:

Polar Bear

And one that does an impressive job explaining what it’s all about in about 30 seconds:

The New Way

If they’re really targeting Baby Boomers, and/or using forty-five as a median value for an age-neutral campaign – there’s a problem.  The Nissan Leaf website is a mess.

imageThe landing page is OK – but once you disappear into the hierarchy (if that’s what it is) you’re dumped into a mushy maze, blinded by blinking, frenetic orbs aping some sort of cloud computer-ish org chart. I’m not sure what it is.

Certainly, this site won’t play well on this field.  That’s too bad, because (for the umpteenth time):

The Most Effective Marketing/Advertising Model For Reaching Baby Boomers: What is now called traditional advertising pushing you to an age-friendly, informative product/services web site.

There are a few other issues.  I’ll save them for a post later in the week.

Update Oct 27Nissan Leaf & Baby Boomers (Part II)

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