What I'd like to show you today is the great importance nowadays given to the need to reach the consumer in its everyday life.
Even when we are not talking about luxury, car's customization is increasingly important in many markets, like the american one.
Customization could regard so many different items: as already said, we are not going to deal with the luxury market, so, even due to the global crisis, utility accessories' field seems to be the most important one.
Great part of brands are now about to offer their consumers the possibility to buy accessories that could be installed after buying the car.
The real aim of this kind of strategy is to offer the consumer the chance to satisfy a need when it really appears: this is why the value of after-buying optionals goes over the odds, giving the possibility to sell them enforcing a premium price.
Developing the awareness of this kind of offer is fundamental: I'd like to show you a Nissan spot for the american market to advertise a rear bumper protector, available on Nissan eStore.
Of course, on the same site, Nissan consumers have the possibility to chose accessories for any kind of Nissan models offered on the american market.
As you can clearly see in this spot, the subject product is shown in everyday's most common situations: drag something in the luggage van or to slide something on the rear bumper: actions that could damage it. And maybe, when you're about to buy a car, you are not thinking about those possible problems.
When you realize it, Nissan gives you the chance to solve it buying the most appropriate accessory.
Just the last observation: not bad the choice to realize the whole advertising spot on a white background.
Could this option get the situation far from everyday life? Maybe, but in my opinion this solution is good to isolate the subjects of the possible consumer's problems: the car and everything that could take damages to it. In this way the consumer is more able to focus on the real problem, and he's better projected on the offered solution to solve it.
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