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No Lazy Horses. The 2018 Nissan Titan.


Nissan TITAN targets younger buyers and injects levity into serious realm of truck advertising with ‘No Lazy Horses’ campaign

* TITAN attracts a higher percentage of Millennial and Generation X buyers1, continues to target a different, younger buyer with a humorous, attention-grabbing approach
* New irreverent campaign introduces "lazy horses" to increase awareness of the new Nissan TITAN line of pickup trucks with younger truck customers, bucks traditional truck advertising tone
* Nissan TITAN features standard 390-horsepower 5.6-liter Endurance® V8 gasoline engine and America's Best Truck 5-year/100,000-mile Bumper-to-Bumper Warranty2
* Commercial airs today and can be seen on the NissanUSA YouTube channel and at NissanUSA.com/NoLazyHorses

NASHVILLE, Tenn. – Nissan's new TITAN campaign is a stark departure from the competitive and serious tone often used in truck advertising, as the brand uses humor to attract more Millennial and Generation X buyers – two key demographics TITAN currently has a higher share of than segment sales leaders1.

According to retail sales data from Strategic Vision, both TITAN half-ton and TITAN XD owners have median ages three to four years younger than the industry average1. The same data reveals TITAN has a higher share of Millennial buyers than the segment's two best-selling nameplates. However, it is with Generation X buyers where TITAN really over indexes, with 34 percent of TITAN sales in this demographic – 10 percentage points above the segment average.