Nissan Australia Appoints Mood Media As Multimedia Experience Agency
Mood Media Australia has been appointed as Nissan Australia’s multimedia experience agency following a competitive pitch.
Mood Media will provide Nissan with its digital sight and sound solutions in all of the refurbished dealerships nationally (also known as Nissan Retail Concept showrooms), including creating a branded atmosphere through radio and digital screens.
The partnership marks the first time Nissan has deployed a consistent digital sight and sound customer experience across each of its Australian dealerships.
The infrastructure will be installed across the network by 2022, with 20 expected to be in place within the next few months.
Mood Media Australia MD Steve Hughes said: “Consumers aren’t just buying a car when they are in a dealership; they’re buying an experience and they are demanding it with their feet.
“Effective experiential design engages the customer on as many levels as possible, and music, interactive screens, and digital signage are all elements of the engagement.”
State-of-the-art in approach, digital screens will allow Nissan to stream the latest content to its dealerships, inject motion and colour into the showroom, and broadcast more engaging visuals and information to customers.
Nissan’s head office will be able to upload new adverts and messages to push out to all its dealerships at the touch of a button, and each dealership can add its own promotions and pricing at an instant, all with visibility at head office.
Over time touchscreens screens will allow customers to email brochures to themselves, along with a feature to compare models and see what customisable features would look like, and view and purchase accessories.
Nissan is able to access rich data from the screens, providing them with additional insight into their customers’ journey to purchase.
Access to this information on the showroom floor means customers can seamlessly view models and accessories that may not be at the dealership and then order a test drive to pick them up from work or home.
Nissan Radio will feature bespoke music playlists that have been chosen to reflect the personality of the Nissan brand and create the right browsing environment, provide an additional channel to broadcast Nissan or dealer messages, and remove all competitor advertising from showrooms.
Mood Media can provide an additional feature where every time a customer receives the keys to their new car, the screens and radio for the whole showroom can be overridden with a celebration message, adding a memorable moment to their purchase.
Hughes continued: “The right music can lift the mood and create an atmosphere that encourages longer dwell times, and digital screens can act as an extension of sales staff and can demonstrate features that are difficult to explain in a showroom.
“Mood’s digital sight and sound solutions will provide brand consistency, up-to-date content, and an integrated experience for Nissan’s customers. Our solutions will provide simplicity and a sleek, clean, paper-free environment to Nissan showrooms across the country.
“Mood Media has a proven track record of ongoing support and management for users at the head office and store level. We not only provide the hardware to make this happen, but the high-powered CMS behind the solutions.”
Nissan Australia general manager of customer experience Michael Carydias said: “The customer is at the heart of everything that Nissan does, and our partnership with Mood Media ensures they will have the very best Dealership experience.
“Mood Media has supported our unique requirements and provides the scale, proactive monitoring, and ongoing support to make this a smooth rollout. Its attention to detail and approach will also ensure consistency across the network.
“And as we continue to innovate with electric vehicles and Nissan Intelligent Mobility, our showrooms will now reflect these advances.”
Mood Media International has been a partner of Nissan Europe since 2014 and Nissan North America since 2017, with its ground-breaking technology already installed in more than 1,000 dealerships globally.
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