NIM Expression

Nissan Intelligent Mobility Is Our Key Brand Differentiator

Nissan Intelligent Mobility makes our cars more exciting by redefining how they drive, how they are powered, and how they are integrated into society. This makes people feel more confident, excited and connected.

Nissan Intelligent Mobility makes our cars more exciting by:

‍Nissan Intelligent Driving
‍More confidence through increased safety, control and comfort for all on board (e.g. ProPILOT).

Nissan Intelligent Power
‍More excitement through driving pleasure that is also clean and efficient (e.g. e-POWER).

Nissan Intelligent Integration
‍More connected by conveniently linking our cars and the wider society (e.g. NissanConnect, Vehicle to Home).

Consumer benefit

Objectives

• Serves as a consistent branding element that helps differentiate our tech features from competition.
• Assist in telling more compelling narratives that helps consumers understand the emotional and functional benefits of our tech features.
• Helps build Nissan’s brand perception in being seen as an exciting, innovative, tech-advanced brand.

Core Elements

The NIM Expression is defined as the sum of the key elements used in communications. The combination of how they are used together will vary according to each touchpoint. The NIM Expression is one of many elements to consider that work together to help emphasize our tech.

‍For example, these individual elements when combined may help ladder up to the NIM objectives:

• NIM Expression
• Music
• Acting/Casting
• Voiceover
  
• Storyline
  ‍
  

TVC, OLV, Print, OOH

We recommend leading with one hero technology. If featuring multiple, tailor the key message in accordance to the format and media touchpoint. Showcasing multiple features requires evolving the key message, and selecting the suitable formats and media channels to make the communications impactful.

Integrate the technology into the storyline in a simple, yet exciting way. NIM is the Brand Differentiator, a unique attribute that supports the excitement promise - our tech should always empower the drivers.

Leverage ALL ELEMENTS to showcase the tech. Consider sound, text, acting, music and all other creative elements to emphasize the moment in which the tech appears, so it will be memorable to consumers.

Always apply the NIM Logo when NIM technology is used, and if showing a model equipped with NIM features. NIM Logo should be used strategically as a signifier for NIM, applied to scenes showcasing the technology.

Identify the tech by its NAME. Always feature the technology name by super when it is showcased. Voiceover may also be used if the medium allows for it. Technology names should be kept in English*.

Use NIM Expression to amplify the narrative of our tech. NIM Expression is a complementary tool that elevates the emotional and functional benefits.

‍*If local language translation is necessary for your market, please inform Global Brand Execution Department (QMB) via your Regional Naming Specialist (RNS).

Brochure, Website, Product Film*, Point Of Sale

Showcase the technologies to tell how it enhances and empowers the driver. The new NIM Expression should be ‘techy’ but not complex.

Explain the feature and its benefit in a modern and dynamic way. Bring in the emotional benefit, as well as the functional, to help consumers better understand our tech.

Always apply the NIM Logo when NIM technology is shown and if showing a model equipped with NIM features. For Brochure and Product Film, NIM Logo should be used strategically as a signifier for NIM, applied only to pages/scenes showcasing the technology.

For POS and Website showcasing a NIM-enabled model, the NIM Logo should be used to signal its capabilities.

Identify the tech by its NAME. Always feature the technology name by super when it is showcased. Voiceover may also be used if the medium allows for it. Technology names should be kept in English**.

‍*Product Film defined as in-depth, technical demonstration of vehicle features - including NIM technology.

**If local language translation is necessary for your market, please inform Global Brand Execution Department (QMB) via your Regional Naming Specialist (RNS).

Social

We recommend leading with one hero technology. If featuring multiple, tailor the key message in accordance to the format and media touchpoint. Showcasing multiple features requires evolving the key message, and selecting the suitable formats and media channels to make the communications impactful.

Where appropriate, showcase the technologies to tell how it enhances and empowers the driver. The new NIM Expression should be ‘techy’ but not complex.

Always apply the NIM Logo when NIM technology is shown. NIM Logo should be used strategically as a signifier for NIM, applied only to content showcasing the technology.

Identify the tech by its NAME in caption of post. Using social-friendly language, consider sharing the full technology name in the post caption along with its consumer benefits.

Communication Matrix

Use this communications matrix to determine how to use the NIM Expression elements across different touchpoints.

‍Mandatory - Must be used, where NIM technology or a NIM-enabled model is shown

‍Recommended - Globally recommended to be used, but may be subject to discussion in exceptional circumstances

‍Optional - Region to decide if it will meet local NIM communication objectives

‍None - Should not be used in that channel