After years of being the favorite among African American consumers, Maxima suddenly found itself in unfamiliar territory – in the middle of the category. But with a recent design refresh, the sedan was now prepared to reclaim its throne. fluent360 was presented a three-fold challenge: launch the revamped Maxima in the African-American market, increase brand opinion and ultimately, restore Maxima’s leadership position among AA consumers.
We developed and executed a targeted media and integrated campaign anchored by TV, print, digital and display ads that positioned the Maxima as the 4-door sports car for the family man. The campaign garnered a record-breaking sales increase among African American consumers during the launch phase, and market share rose simultaneously. While Maxima’s performance on the sales charts continued to rise, so too did its brand opinion, making this the boldest vehicle reentry campaign in the brand’s history.