Interbrand, in collaboration with Nissan, have partnered with D&AD on their 2013 Student Award competition. The co-sponsored brief is challenging students to build a new brand that will represent the automaker's complete line of sustainable vehicles.
As the automotive industry continues to grow, due largely to increased demand in emerging markets, it faces several big challenges: growing cities, shirking living environments and increased pressure on time and resources. These factors are changing the fundamental role of vehicles in society.
Nissan aims to lead the market by appealing to a new generation of consumers. It aims to promote not just the benefits of its individual products, but also the connected and technologically integrated products of today and the future. These products will become positive lifestyle statements, which demonstrate sustainability and conscientious.
In creating a new lifestyle sub-brand, entrants are required to think about the holistic brand experience and consider the following principles:
- What is the big insight? What need will the brand address for its audience? How will it anticipate the needs of tomorrow? How will it (re)waken the audience's desire for Nissan's products and services?
- How will the new brand expression live and flex in different situations? What will be the new sub-brand's personality?
- How will the new brand involve its audiences and encourage participation? How will social media and digital channels be used to engage people in a dialogue?
Submissions will be judged by how effectively the sub-brand will come alive across a range of touch points and experiences. This will include the sub-brand's ability to integrate both the online and offline experience in a seamless manner and its ability to engage consumers as a means of building brand advocacy. The development of brand guidelines and how these guidelines will serve in managing the new sub-brand's verbal and visual identity will also be assessed.
The deadline for submissions is March 20, 2013.