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Nissan announces “autoclaustrophobia,” a creative marketing platform to launch the all-new 2007 Nissan Versa.  The campaign spoofs catchphrases of a traditional pharmaceutical advertising, detailing the symptoms of “autoclaustrophobia” – lack of leg room, headroom and space.  The Versa is the third vehicle to be launched under the Next Generation Shift_2.0 campaign, building on the promise that Nissan offers vehicles that “thrill and inspire you.”
 
“The Versa is a big hit. It’s the perfect car for consumers seeking space, value and technology,” said Jan Thompson, vice president of Nissan marketing. “Versa offers innovative features for the subcompact segment such as Intelligent Key, Bluetooth and CVT.”

The phrase “autoclaustrophobia” is being trademarked by Nissan.  “We were surprised at consumer research how quickly respondents adopted and started using the term autoclaustrophobia.” said Michelle Erwin, senior manager of Nissan marketing.  “It was as if they had heard the term for years. One respondent even claimed to be suffering from autoclaustrophobia.”

The autoclaustrophobia campaign launched with a teaser campaign on AOL’s popular music property, Network Live.  On Network Live, Versa sponsors live music concert series featuring top artists such as Pearl Jam, Pink, Carrie Underwood, and Rascal Flatts.  The online campaign will also run on automotive and lifestyle websites such as DoItYourSelf.com, Oprah.com, Style.com, VH1.com, ESPN.com, Evite.com, and others.

The Nissan Versa will also be the primary sponsor of the new NBC reality series Star Tomorrow, which premiers tonight at 8:00 PM and will be followed by an online series.  The all-new Versa will appear on stage every performance, where musicians compete for a chance to win a recording deal with a legendary music producer.  

The high-reach broadcast launch is scheduled for early September and includes sports properties as well as presence in national, cable and 27 spot markets. Viewers will learn about the ultimate relief for autoclaustrophobia—the all-new Nissan Versa. All spots end with the MSRP price point and the line “Ask your Nissan dealer if Versa is right for you.” Two spots are planned for the hatchback, and one for the sedan version, due in February.

Creative is handled by Nissan’s agency, TBWAChiatDay, based in Playa del Rey, California, with support from TEQUILA, The Designory and OMD.

2007 Nissan Versa

Product Claims (within class):
Largest engine (1.8 liter)
Most HP (122HP @ 5200 rmp)
Most Torque (127 lb-ft @ 4800 rpm)
Only 6-speed manual
Only CVT
Most front and rear headroom (sedan only)
Most rear leg room
Most cargo volume with seats folded down (hatchback only)


About Nissan North America

In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing.  More information on Nissan in North America and the complete line of Nissan and Infiniti vehicles can be found online at www.nissannews.com.  

i'm really interested in how the subcompact car class will do in the US; with the gas prices going up it shouldn't do too bad.  However, many Americans always have that "bigger is better" mentality so who knows.  

The Nissan Versa will hardly have an edge in the Sub-Compact category competing against the Honda Fit and the Toyota Yaris. Just like how the Sentra became a rare car on the roads because the Honda Civic and the Toyota Corollas are so much more popular in the US.  

plus...sentras are one of the ugliest cars known to man kind...well..in my opinion  

i dont think i've seen any nissan ads that were actually versa incorporated.  nissan seems to be mocking other cars to make there's look better.  The fit makes the "cat like reflexes" claim, the yaris is a hip young people mover....then you have the versa which i don't think i've seen in a tv ad yet except for the announcer guy talking about it. just interesting to me i guess.