Nissan's "Innovation That Excites" campaign is a marketing initiative that aims to highlight the brand's commitment to innovation, cutting-edge technology, and exciting driving experiences. Launched in 2012, this campaign has been a central part of Nissan's branding efforts. Here's an explanation of the "Innovation That Excites" campaign:

1. Slogan: The campaign's slogan, "Innovation That Excites," succinctly communicates Nissan's focus on innovation and the excitement that their vehicles are designed to deliver. It emphasizes that Nissan vehicles offer more than just transportation; they provide thrilling and technologically advanced driving experiences.

2. Product Innovation: Nissan uses the campaign to showcase its latest innovations in automotive technology. This includes advancements in safety features, connectivity, electric vehicles (EVs), autonomous driving, and performance enhancements. The brand strives to position itself as an industry leader in these areas.

3. Diverse Vehicle Lineup: The campaign covers Nissan's diverse range of vehicles, from compact cars to SUVs, sports cars, electric vehicles like the Nissan LEAF, and trucks like the Nissan Titan. It highlights the brand's ability to innovate across different segments.

4. Customer-Centric Approach: "Innovation That Excites" underscores Nissan's commitment to meeting the needs and desires of its customers. It suggests that Nissan's innovations are not just for the sake of technology but are designed to enhance the driver's experience.

5. Emphasis on Driving Experience: Nissan aims to evoke excitement and a sense of adventure associated with driving its vehicles. Whether it's the thrill of acceleration in a sports car or the comfort and convenience of advanced infotainment systems, the campaign connects innovation with the joy of driving.

6. Technological Integration: The campaign highlights Nissan's integration of cutting-edge technology into its vehicles, such as ProPILOT Assist (an advanced driver-assistance system), NissanConnect (infotainment system), and the development of electric and hybrid technologies.

7. Global Reach: "Innovation That Excites" is a global campaign and has been used in various markets around the world. Nissan tailors the campaign to suit regional preferences and needs.

8. Sponsorships and Partnerships: Nissan has used partnerships and sponsorships in sports, entertainment, and cultural events to promote the campaign. For instance, Nissan has sponsored the UEFA Champions League to reach a wide global audience.

9. Digital and Social Media: Like many modern campaigns, "Innovation That Excites" utilizes digital and social media platforms to engage with its audience. Nissan creates content that highlights the features and innovations of its vehicles and encourages interaction with consumers.

10. Sustainability: Given the growing importance of sustainability and environmental consciousness, Nissan has also incorporated messaging about its efforts to reduce its carbon footprint and promote eco-friendly technologies as part of the campaign.

In summary, Nissan's "Innovation That Excites" campaign is a comprehensive marketing strategy that showcases the brand's commitment to cutting-edge technology, innovation, and delivering exciting driving experiences. It aims to connect with consumers by emphasizing the thrill, convenience, and safety associated with Nissan vehicles, while also highlighting the brand's forward-thinking approach to automotive design and engineering.