Yahoo! will be Nissan's exclusive web partner for the launch of the 350Z sports coupe, which goes on sale from October 2003.
This significant seven-figure campaign, which will run from the middle of June until the end of the year, was brokered by OMD Digital and will see ads appearing on Yahoo! UK & Ireland, Germany, France, Italy and Spain.
Philippe Geffroy, vice-president marketing and strategy at Nissan Europe, said: "Through the launch of new products such as the X-Trail, the Micra and the 350Z sports coupe, we are aiming to attract a new generation of customers to the Nissan brand. This deal with Yahoo! provides the perfect means of reaching our new target audience across Europe."
All Nissan communication activity will receive full media support across multiple media channels, including television and print, designed to reach all key target audiences.
Chris Humphrey, director of OMD Digital International, said: "We are witnessing a real and significant movement of budgets towards digital media. Our rationale for Nissan Europe to use digital media was strongly influenced by the high volume of potential customers who research new cars online. We hope that more brand-based model support on Yahoo! will extend their ad effectiveness beyond traditional media channels."
Nissan Europe sells vehicles in 40 countries and last year sold 474,000 vehicles in Europe, where more than 80% of Nissan vehicles sold are also manufactured. Worldwide, Nissan sold 2.6m vehicles in 2002.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .