Nissan wanted to move from a house of brands to a branded house. Consumers knew and loved their vehicle brands (Patrols, Pulsars & Pathfinders etc.), but the masterbrand was different.
In order to build equity in the Nissan brand, a genuine and credible role over and above just cars was needed. So, we analysed every sponsorship property in the country to find something that Aussies love, Nissan could own, and was a passion point for their target audience. The answer was Netball. Negotiating exclusivity and protection from other pesky autos across Suncorp Super Netball, the Australian Diamonds, Channel 9’s broadcast, Telstra’s digital streaming, and key state bodies; we delivered Nissan ownership of the entire Netball eco-system from the grassroots to the elite.