NEW YORK – December 10, 2013 – Nissan is demonstrating the NV200 taxi’s superiority over every other taxi in New York City by launching an interactive marketing campaign titled ‘#HailYes.’
The campaign, created by TBWA New York, centers on capturing New Yorkers’ opinions on the NV200 taxi’s unique features and encouraging them to give a #HailYes to the Nissan taxi, Nissan said in a press release. The campaign is intended to generate excitement for Manhattan’s newest and best taxi ever by empowering New York’s 20 million residents to give a #HailYes to USB charging, anti-fatigue driver’s seats, sky views of the city, reduced odors, improved leg room, more cargo space, passenger safety and other conveniences that no other taxi offers.
The #HailYes campaign will reach New Yorkers using a variety of channels to fuel the taxi conversation including TaxiTV – New York City’s in-taxi broadcast channel – Nissan’s digital channels including Facebook and Twitter, promoted social advertisements, media banner advertisements on notable web outlets and outdoor advertising near select New York City landmarks.
“Nissan’s #HailYes campaign will engage the more than 600,000 passengers that New York taxis transport every day, creating a conversation among New Yorkers about the city’s need for a better taxi experience,” said Jon Brancheau, vice president of marketing for Nissan North America. “But the solution for an improved taxi isn’t a pipe dream, it’s already here. The Nissan NV200 taxi is the first taxi designed and built expressly for New Yorkers with more custom content for riders and drivers than ever before. We’re confident they will agree by showing their support with a #HailYes for the NV200 every time they ride in a taxi.”
The #HailYes campaign kicked off during the ING New York City Marathon where #HailYes street teams blanketed the race route handing out #HailYes cheer cards, apparel and other promotional items to spectators.
Beginning in early December, New Yorkers can expect to see #HailYes appear around Manhattan and online. Planned activations include:
TaxiTV
Taxi passengers will receive a video message from Nissan urging them to say #HailYes when they ride in New York City cabs. The message will run through the end of the year. Spots are available for viewing online on YouTube.
Online Advertising
Media banners will run on different properties that New Yorkers trust for news. Each banner will provoke the audience to say #HailYes to the series of improvements that the NV200 taxi brings New Yorkers.
Outdoor Advertising
Two #HailYes billboards are now up above the streets of Manhattan including the most prominent Penn Station board – standing above the busiest taxi stand in New York City. The other board is in Times Square.
Facebook and Twitter
Online consumers will be encouraged to say #HailYes to the Nissan NV200 taxi through promoted Facebook and Twitter posts geotargeted for New York City. Nissan’s Facebook and Twitter pages will also carry the #HailYes banner.
