Nissan Showcases its Cutting-Edge Model Line-Up for Consumers at Automech Formula 2018
Nissan Motor Egypt S.A.E, a subsidiary of Nissan Motor Co., is one of the largest Japanese automotive manufacturers in the country. Located in the 6th of October city, Nissan Egypt has more than 1300 employees and technicians and produces some of the country’s most popular cars like the Sunny and Sentra. Nissan believes in creating ‘’innovation that excites.” This is a deep commitment to offer its customers genuinely ‘new’ technologies and features, setting Nissan apart from other brands in Egypt and across the globe.
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The Challenge
Nissan Motor Egypt participated in Automech Formula, the largest automotive exhibition of its kind in Egypt, on 26 September 2018. At the exhibition, it displayed some of its latest fully accessorized car models and its one of a kind hybrid car, BladeGlider, an advanced electric car combining zero emissions and Nissan Intelligent Mobility.
Nissan reached out to MEAComS to help raise awareness about its participation in Automech, and to generate buzz and excitement to key media and prospective customers.
MEAComS wanted to ensure that Nissan models would appeal to a variety of media outlets. It therefore leveraged on revealing the BladeGlider for the first time ever in Egypt, which was of great interest to the press. The upgraded and accessorized Sunny, Sentra and Qashqai was also important to motoring journalists.
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The Approach
A major part of the PR strategy for Nissan was storytelling. MEAComS dug deep to come up with a relevant and appealing narrative that would best describe Nissan and position it as a leading Japanese automotive company in Egypt. MEAComS therefore worked closely with Nissan to plan its participation at Automech Formula, which included, preparing news releases and speeches, organizing a media roundtable, arranging for TV interviews and overall strengthening the company’s relationship with key media.
MEAComS invited more than 100 journalists from the automotive sector to witness the car reveal.
A media roundtable was arranged with Nissan’s spokesperson Kohei Maeda, Chairman and Managing Director in first interaction with the media. Key publications such as Al Masry Al Youm, Akhbar Al Sayart, Autozone, Youm 7, Alam Al Sayarat, Akhbar Al Sayarat, El Watan, Auto Arabia, Daily News and Al Mal were examples of top media outlets attended the roundtable. As a result, Nissan’s participation at Automech Formula created the necessary buzz and the news was picked up by traditional publications, online sites and key social media channels.
The roundtable was also successful in establishing relations with key media and in ensuring relevant and positive coverage for Nissan. Also, the agency secured more than one –on-one TV interviews with Nissan’s spokesperson.
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The Results
MEAComS was able to secure significant media coverage for Nissan at Automech. More than 79 media professionals, including journalists and TV presenters, were present during the car reveal. MEAComS successfully secured coverage from top tier publications such as Al Masry Al Youm, Al Akhbar, Al Ahram and Daily News Egypt. Nissan’s spokesperson was also broadcast on Nile News, one of the highest-viewed TV channels in Egypt, with an advertising equivalent of LE 115,920.
Ultimately, MEAComS generated media coverage worth EGP 3,956,247 in advertising value and news coverage is estimated to have reached more than 42,263,856 people.