Nissan Gets Back to Marketing in China With Peter-Chan Directed Mini-Film to Promote Teana Sedan – China…

15 Jan 2015 | Author: | Comments Off on Nissan Gets Back to Marketing in China With Peter-Chan Directed Mini-Film to Promote Teana Sedan – China…

Hong Kong director Chan’s latest work Chinese heartthrob Huang as a successful rags-to-riches entrepreneur who a sleek Nissan Teana.

The “micro” movie, which last week at the Guangzhou Show, has echoes of Mr. Chan’s Dreams in China,” a blockbuster from earlier this that also starred Mr.

Titled “Tolerant World,” the tells the story of two friends’ out and eventual reconciliation. The clip nostalgia and political history a dash of celebrity … seeking to touch the hearts of car buyers and bring them to the Teana brand. Prices for the version of the high-end sedan and produced specifically with the consumer in mind range around 251,000 yuan to yuan ($41,000 to $49,000).

The promotional video marks auto makers’ first foray back into their brands to Chinese after a territorial spat erupted between Beijing and in September 2012 over a of islets in the East China Sea offended Chinese consumers to Japanese brands in droves. were even incidents in driving a Japanese brand in physical harm at the hands of thugs.

A Nissan Teana Press

Not surprising, leading Japanese decided to lie low for a while, canceling or advertising campaigns and curtailing activities. Even as sales begun to crawl back to similar to pre-crisis days, the brands still haven’t anything out of the ordinary to stake to their share of a market is becoming more overcrowded by the

Reaction to the mini-film has been Attendees at the show let out a collective when Messrs. Chan and appeared on stage at the event , on Sina Corp.’s Twitter-like microblogging service, fawning from the actor’s star-struck constituted most of the chatter.

Still others showed of the tolerance the movie calls with one user calling Mr. a traitor for promoting Japanese “I want to beat him up,” the wrote .

“If you have money, you can the devil grind the millstone,” another.

Nissan hopes film and an accompanying online, and broadcast campaign will to bolster sales of the Teana, Ren Yong, vice managing director of passenger car joint venture in described as “a pillar” brand for the

Speaking on the sidelines of the auto he told reporters that of high-end cars want than just comfortable and product functionality. “Establishing an connection is also necessary for over customers,” he said.

What’s curious is how Nissan has to try to create that bond buyers.

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The recalls the tale of two friends, by Mr. Huang and actor Zhang Yi, who to make it by selling home in the boomtown Shenzhen of the 1980s, a that epitomized the new China of Xiaoping.

But the relationship cracks the strains of business, and the two go their ways. Mr. Huang goes on to the ranks of elite Chinese transforming from a geek glasses and cheap shoes to a business man with a corner in a high-rise building.

Underscoring his success is his sleek Teana.

But there is a happy The two friends run into each one day and Mr. Huang offers his old friend a Sitting in his now-wealthy friend’s Mr.

Zhang’s character seems An alarm goes off to alert him to put on his He does so haltingly, suggesting an with cars. When the car at a traffic light, the pair two men crossing the street—it’s their selves, young, excited and of plans.

Back inside the the grown-up characters of Messrs. and Zhang look at one another and

With the campaign, is Nissan hoping for more tolerance as a brand in China?

“Through movie, we would like Nissan to integrate more into the Chinese society and Mr. Ren said.

#8211; Colum with contributions from Wang. Follow Colum on @Colum_M

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