Skip to content

Digital PR Agency

Showing Nissan’s Caring Side


In 2012 Nissan UK soft launched its new CARED4 proposition in 50 of its leading dealerships nationwide and wanted PR to be a main driver to reach a wide consumer audience.

CARED4 was a new brand and service pledge for the used car sector – not major general news on its own. To ensure media take up of the brand name and not just Nissan was a challenging prospect!


  • Make Nissan CARED4 a recognisable manufacturer used car brand
  • Cause potential customers to reappraise Nissan and increase loyalty and retention from existing customers
  • Secure widespread UK media coverage of Nissan Cared4 – NOT on motoring pages
  • Explain the service proposition to consumers in memorable ways


To bring the campaign to life the team took to the streets with a series of random acts of kindness in key dealership footprint areas. Free car washes were provided in Glasgow, Nissan paid for the M6 toll in Birmingham and umbrellas were given out on a rainy day in Manchester.

All activity was filmed for use in social media platforms and video distribution networks to further amplify the campaign.

A fully branded campaign microsite and bespoke Facebook app was created for nominees to demonstrate how and why they add positively to their community by their caring actions.

The ultimate winning couple had fostered hundreds of children over the last thirty years in Bournemouth – truly epitomising the CARED4 ethos.

They were presented with a used car, whilst other entrants were rewarded with treats ranging from shopping vouchers to weekends away.

measurement & evaluation

Campaign success was measured on the following factors:

  • Coverage and total opportunities to see
  • Keyword mentions of ‘CARED4’
  • Visitors to the campaign microsite
  • Competition entries
  • Increased traffic to the CARED4 used vehicle locator



pieces of coverage


overall OTS


of articles featured the message – ‘CARED4’


unique visitors to the microsite


year on year increase in traffic to the CARED4 used vehicle locator

Sign up for our
ingenious newsletters

Fill in the form to receive our ingenious newsletters packed full of industry insights, practical tips and just a little of our own news.

    Our Awards

    Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…