THE MOST SPACIOUS RADIO STATION IN THE WORLD - NISSAN SUNNY
The Brief:
To develop a radio spot that would build awareness around the launch of the New Nissan Sunny, with its EXTRA LARGE cabin.
The opportunity:
We went above and beyond the brief. We decided to dramatize the ‘spaciousness’ of the Nissan Sunny on radio in a refreshing manner.
And, with India’s top Radio Channel – Big FM 92.7 – we found a way to do just that.
And, with India’s top Radio Channel – Big FM 92.7 – we found a way to do just that.
The idea:
For the first time in India, we renamed the Radio station BIG FM 92.7 to BIIIIIIIIGGG FM 92.7 - Sponsored by the spacious Nissan Sunny.
The execution:
The whole activity began with a teaser campaign that ran on BIG FM stations, across 10 Indian cities. Post that a digital banner and Facebook campaign prepared Nissan and Big FM followers to a one of a kind launch event. Then on April 02nd 2015, the name change, along with the New Nissan Sunny, was unveiled by the beautiful Bollywood actress Sonakshi Sinha and famous funnyman Cyrus Barocha at a Gala event. BIG FM 92.7 FM was now BIIIIIIIGGGG FM 92.7. The RJs carried through the ‘Big’ change to their programs. Radio shows ran without ads, giving listeners more content and songs. More contests were held and space for a new show was made in the regular programming for the funnyman Cyrus Barocha.
The impact:
The entire activation ran for over 14465 seconds across the nation and reached over 14.8 million radio listeners. The launch also reached over 200000 users on Twitter. The media covered the activation extensively. Most importantly, we launched the Nissan Sunny, on Radio, in an innovative and disruptive way that drew customers to the Nissan showrooms like never before.
