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Nissan signs Scrapheap TV deal for Navara.(Brief Article)
Nissan is using Channel 4's Scrapheap Challenge to build the popularity of its Navara truck.
TBWA\London has created six sponsorship idents, which will feature during the programme from Sunday.
The idents are part of Nissan's efforts to increase the appeal of the Navara, which was once the preserve of builders, workmen and farmers.
The model, which tops Nissan's pick-up range, is a four-wheel drive vehicle whose popularity has grown beyond its original market. Today, the model is marketed more as a lifestyle accessory. Its main rivals include the Mitsubishi Shogun, the Jeep Wrangler, the Mercedes-Benz M-Class and the Range Rover.
The idents, a combination of live action and animation, feature Nissan's own miniature Scrapheap Challenge.
...
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