The Big Idea

The big idea here is that this car can and will do everything you need it to do with grace and to perfection. The car is not normal, no other vehicle in it's class delivers half as much. Everything falls short be a large amount. The advertising for this car does not to be grand and over the top. "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand..."(15). The car delivers on a grand scale with its performance, therefore it does not need to be overshadowed with gimmicks. "An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message..."(66), whatever you put out there with something like this is exactly how people ill view it. If you go over the top with the connected advertising for the GT-R it will blend in with everything else and compete for a spotlight with all the other ridiculous, catchy, over the top marketing strategies. It will get people thinking, "well why doesn't Nissan do the super crazy, ridiculous advertisement like they are trying to compensate for something. This will spark curiosity and uncover they don't do it because it is not needed. When A product is great it will speak for itself when put to the test. "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand..."(68). All you need to do with this car is tell someone, it can do anything and everything you need it to do, its perfect. It will do nothing but spark interest and make them challenge your accusation and find out for themselves. The big idea here is to dangle the bait out in front of peoples face and dare them to take a bite, once they do the hook will be set far too deep to get off. People like to feel like what they have makes them slightly more important that the next person. "It is a response that may derive from personal significance or reward and the desire to feel good"(49).