Nissan's Pitch For Mini-Car: Accessorize It
By Amy Chozick
Word Count: 774 | Companies Featured in This Article: Nissan Motor, Omnicom Group, Hakuhodo
TOKYO -- Nissan Motor Co. had a tough challenge in launching its Pino minicar: Make it appeal to young female consumers who couldn't care less about cars.

While these deep-pocketed shoppers spend lavishly on clothes and accessories, cars are optional for many. Instead, they rely on bicycles, motorbikes or public transport. So Nissan Motor purposely avoided focusing too much attention on the car itself. Instead, television and print ads portray the Pino as just one item in a collage of accessories, such as plushy animals, furry seat cushions and heart-shaped decals. The Pino pamphlet, designed to read like a comic ...

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