Nissan has tapped poet Sypher 1 as the voice of Moyo (which means "one heart" in Swahili). She will tour 10 cities in a customized Altima through October, interviewing people about the sedan, and videos of the interviews will be posted on Nissan's Web site. Sypher 1 will also do radio ads in the 10 markets ; the radio spots also direct listeners to the site. Nissan's African-American shop, True Agency, New York, handles.
As of November, Sypher 1 will also get a 30-minute weekly show on seven Radio One stations. The taped show will sound as if she's interviewing people who live inside the custom Altima, said Jon Cropper, Nissan's senior manager-youth and urban communications. Nissan is producing the show. The show can also be heard on the carmaker's Web site.
Tony Washington, VP-sales and marketing at Radio One, said of Nissan "it's their show, their money and they are the creators." He declined to discuss financial aspects. But Mr. Cropper compared the cost of the push to "six or seven spreads in magazines with decent circulation."