2014 Winners & Shortlists

Brief Explanation

Nissan 370Z is for adrenaline pumped males that “really care about being ahead of the other guy”; that’s why the ‘Speed Personified’ in 2012 positioned it as a speed icon and increased sales. However the potential for sales was much higher. This was observed through the large number of people who test drove the car but did not buy it; we call them “Rejecters.” Rejecters appreciate and love 370Z’s performance but the price is beyond their reach since it comes only with one grade that has premium features they don’t care for. Our strategy for 2013 was to tap into 370Z’s maximum potential. To do that we repositioned the 370Z by introducing an entry grade that removes the luxury element while maintaining the same engine and sporty look. That made 370Z “Within the Reach” of our TA while still keeping it “Out of Reach” of competitor cars.