Datsun, which gave the motoring world iconic cars like the Fairlady and 240Z, launched a new brand campaign in India called #ISayYes to engage India’s Young Dreamers. The multimedia, multiplatform campaign kicked off with a teaser video online, and is just the first of many initiatives which will be launched in a phased manner.
Just last month Datsun was in the news when Datsun Go+ was named UV of the Year at the 16th CNBC-TV18 Overdrive Awards (2015).
The new campaign aims to build a stronger connection with young, ambitious and aspirational Indians inspiring them to come forward and share their dreams with the world through a series of planned social activations and innovative storytelling grouped under the campaign hash tag #ISayYes.
Commenting on the new initiative, Arun Malhotra, Managing Director, Nissan Motor India Pvt. Ltd., said, “Young Indians want to have a voice in society as they strive to achieve their dreams. They want to be heard, and Datsun understands this. We’ve been engaging with young people for four years since Datsun came to India. Our new #ISayYes campaign is designed to connect with the energy of these young dreamers, further strengthen our bond with them, and encourage them to never give up.”
The six-week-long campaign will consist of Above-The-Line (ATL) activations such as television commercials, and a major social activation phase, which includes sharing of stories, opportunities to participate in unique experiences and win prizes.
A one-of-a-kind “crowd sourcing of dreams” activity will be launched on January 25th. Under the #ISayYes campaign, this activity will give Datsun fans a chance to share their dreams online. Datsun will help the winners take a step closer to achieving their dreams. Platforms like Twitter, YouTube and Facebook will be used to reach out to fans.
The campaign will culminate with Datsun fans vying for one grand experiential gratification and five tangible gratifications related to their dreams—and a lot more.