Making the Town of
Basic A Lil' Less Basic
The Town of Basic is NIssan’s Evergreen campaign. The feel-good, quirky Work was fun but needed to grow to connect with Black and Hispanic audiences.
Culture Marketing
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Evergreen Campaign
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Cross-Agency Collaboration
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Copywriting
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Commercial Development
Culture Marketing ✳︎ Evergreen Campaign ✳︎ Cross-Agency Collaboration ✳︎ Copywriting ✳︎ Commercial Development
Traditionally multicultural campaigns can be reduced to just subs and dubs while transcreational campaigns work within a pre-existing framework to translate tone, context and intent to outside communities of the general market.
Transcreation Vs Multiculturalism
Nissan United was a combination of agencies and resources under Omnicom that served as the AOR to Nissan Motors. I worked with Fluent360 to extend influence within the African American and Hispanic markets with a transcreational campaign.
What Exactly Does That Look Like?
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What Exactly Does That Look Like? ✳︎
You’ll find the last two videos are examples of what transcreating across different markets look like.
Through humor and inclusive storytelling, we drove brand affinity among African American and Hispanic drivers
Drove
+10%
Sales growth following the launch of the campaign
Delivered
17%
Total market share with HM car buyers
Turned
5k.
African American & Hispanic drivers to Nissan owners
Claimed
8%
Total market share with AA car buyers
So What’s Next?
From making Nissan’s Town of Basic more inclusive, to reinventing American icons like Dodge and Chevrolet… see the work that keeps the auto industry moving.
