No Keys? No Worries.

Nissan wants African-American consumers, ages 28 to 38, who live in Atlanta, Chicago, Dallas, Los Angeles, Miami, New York and Washington to drive its new Altima. So they hired True, an agency that specializes in attracting the attention of that audience.
According to The New York Times, True’s campaign to promote a push-button ignition system on the 2007 Nissan Altima sedan begins this week and continues through March 30. For the promotion, 20,000 key rings will be deliberately “lost” in bars, concert halls, sports arenas and other public places in seven large markets.
The key fobs on these “lost” sets features drive-to-the-web copy, where participants can enter a sweeps and learn more about the car in question.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Love this excerpt from the NYTimes:
    “The promotion was created by the True Agency in Los Angeles for Nissan North America, a division of Nissan Motor of Japan. The budget is estimated at less than $100,000, which includes buying 60,000 keys and 40,000 tags as well as paying for the sweepstakes prizes.
    The modest cost is not unusual for a nontraditional campaign, which is intended to generate attention without expensive media like television, print advertising or billboards.”
    Um, True is Nissan’s “multicultural” agency, primarily doing work targeting Black consumers. So “the modest cost is not unusual” has deeper meanings. That is, it’s not unusual for the minority agencies to receive project budgets significantly more modest than the general market counterparts.
    However, it is unusually progressive for Stuart Elliott to be reporting on minority efforts.
    (FYI, True has been servicing Nissan for many years.)