Paregos Takes Charge of Nissan’s First Web Campaigns in Sweden

Nissan is rolling out two new car models in Sweden this month. The company called on the web agency Paregos to help out. Paregos has now taken charge of two different campaigns launched on the Internet.

Nissan Sweden chose Paregos, a subsidiary of Framfab, as its web agency in the autumn of 2004. The first assignment was to develop Nissan’s Swedish web site. Now Paregos is helping to launch two new car models. “Taking a step like this requires powerful, straightforward communication, particularly on the Internet,” says Johan Salminen, Advertising Manager at Nissan Sweden. “And we didn’t hesitate for a second – Paregos has exhibited tremendous creativity and insight when conducting campaigns in digital media. They have surpassed all our expectations in terms of both concept development and inventiveness.” Although there are certain differences between the two models, they have different communication concepts but the current promotional effort shares a mutual campaign strategy. The campaign sites are largely based on emotional appeal, as well as the personality and brand name of the cars. “We’re introduce two explicit car models without actually showing them,” says Daniel Ilic, creative at Paregos in Stockholm. “They are always in the focal point, but mostly for the effect that they have on their surroundings. We picture the Murano causing a big sensation out on the street; the Pathfinder is a driving experience, and users don’t have to go further than the banner to find that out.” Visitors to the site can test drive the Pathfinder directly from the banner. By turning the virtual steering wheel, they can get a sense of the car’s capabilities without even looking at it. What they do see is highway and countryside, the Pathfinder’s natural milieu. The campaign is suitably named “The Ride”. Visit the Swedish site at www.nissan.se/pathfinder The Murano boasts of groundbreaking design. A SUV, it has been developed to perform at its best in the city, not in the forest. The campaign called “The Eye catcher” focuses on the reactions of pedestrians who twist and turn to follow the car as it passes them by. Check out the Swedish site at www.nissan.se/murano.