Nissan signs Scrapheap TV deal for Navara

Nissan is using Channel 4's Scrapheap Challenge to build the popularity of its Navara truck.

TBWA\London has created six sponsorship idents, which will feature during the programme from Sunday.

The idents are part of Nissan's efforts to increase the appeal of the Navara, which was once the preserve of builders, workmen and farmers.

The model, which tops Nissan's pick-up range, is a four-wheel drive vehicle whose popularity has grown beyond its original market. Today, the model is marketed more as a lifestyle accessory. Its main rivals include the Mitsubishi Shogun, the Jeep Wrangler, the Mercedes-Benz M-Class and the Range Rover.

The idents, a combination of live action and animation, feature Nissan's own miniature Scrapheap Challenge.

However, each of the challenging teams come to grief when up against the Navara.

All the idents were created by TBWA's Tara Ford and Dave Dao and were directed by Simon and Jon through Blink. Media buying is being handled by Manning Gottlieb OMD.

John Parslow, Nissan's brand communications manager, claimed the idents were key in maximising the company's association with Scrapheap Challenge.

"The target audience and the almost 'heroic' engineering feats achieved in the programme support the Navara's positioning," he said.

"It was important to us that our sponsorship idents complemented the programme and were something that viewers would find entertaining," he added.


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