The Border Watch : December 3rd 2013
ADVERTISING FEATURE 5 Nissan named as one of BRW Magazine’s Most Innovative Companies – again NISSAN has been named one of Australia’s most innovative companies for the second consecutive year by leading business magazine BRW. Nissan again made the prestigious business publication’s annual 50 Most Innovative Companies list after impressing the judges with its unique and highly effective marketing activities. Nissan is again the only automotive manufacturer to make the magazine’s rankings. Nissan again made the prestigious business publication’s annual 50 Most Innovative Companies list Nissan was this year awarded a place in the top 50 list for the innovative and highly successful marketing tactics it applied to two of its SUV models, the Nissan Patrol off-roader and X-TRAIL wagon. Using data analysis and product videos for these two SUV models, Nissan was able to guide viewers through a number of pathways to maximise their engagement. These carefully tailored product videos offered viewers flexible pathways for a suitable purchase journey. The results were impressive: people who viewed these product videos were three times more likely to view more of them on the nissan.com.au website and overall there was a 71 per cent increase in visits to the company’s Australian website during the marketing campaigns for these two Nissan models. They are among a number of innovative activities the company has applied to its marketing mix, which seeks to maximise its share of voice and integrate its messages to ensure audience relevance. In 2012, Nissan’s entry in the top 50 was highlighted by its M2M communications and creative marketing campaign for the Nissan LEAF electric vehicle, innovations that were recently featured in Telstra’s Clever Australian marketing campaign. “Innovation is a cornerstone at Nissan,” said Peter Jones, Managing Director and CEO of Nissan Australia. “We apply it to how we conduct our business, how we promote our brand and, of course, the vehicles we build. For example, Nissan continues to lead the way with innovative vehicles such as the all-electric Nissan LEAF hatchback and we are at the forefront of exciting future technologies such as autonomous driving. “I am thrilled Nissan has been included in BRW’s Most Innovative Companies list for the second year running. This announcement is further proof that we continually deliver according to our company’s claim of ‘innovation that excites’,” said Jones. Being judged one of Australia’s 50 most innovative companies by BRW puts Nissan among an exclusive group of highly successful and prestigious firms from industries such as telecommunications, banking and science. In addition, earning a place among the top 50 for a second consecutive year underscores the auto maker’s long-standing reputation as a successful innovator. “These organisations have leaders who treat innovation seriously, as opposed to just paying lip service to it,” said Dr Amantha Imber, founder of Melbourne-based innovation consultancy Inventium, the company that compiles BRW’s annual Australia’s 50 Most Innovative Companies list. These organisations are clearly serious about innovation and are approaching it in a sustainable way “They are clearly resourcing innovation, and protecting innovation budgets.” Dr Imber was particularly complimentary of those companies who made the list for the second year running. “These organisations are clearly serious about innovation and are approaching it in a sustainable way – which is necessary for success in the competitive environment in which they operate,” she said. 624538 The Border Watch, Tuesday, December 3, 2013 - 23 Extended for Christmas! Special deals on offer including FREE install of 4x4 products for the month of December!
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