2010 Winners & Shortlists

NISSAN MAXIMA

BrandNISSAN
Product/ServiceMAXIMA
EntrantMINDSHARE Dubai , UNITED ARAB EMIRATES
CategoryBest Use of Television/Cinema
Entrant Company:MINDSHARE Dubai, UNITED ARAB EMIRATES
Media Placement:MINDSHARE Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Initial month sales were 44% over the monthly average planned volume A record 70,000 SMS messages per day were received by MBC – the highest volume ever received for one program All vehicles from initial production orders were sold

Creative Execution

Sada Al Malaeb section on the MBC1 website was also exclusively rebranded by Maxima. The idea was to capture the influence of Mustafa Al Agha “the iconic host of the program Sada El Malaeb”. Mustafa is a huge TV celebrity, and enjoys very strong credentials with his audience... As part of the partnership for 3 weeks prior to the launch, Mustafa Al Agha invited audiences to participate in a contest to win the “No1” sports car by smsing MAXIMA. The message was delivered within the program by Mustapha Al Agha in his unique style in each episode, asking audiences to participate in a contest to win the ‘No1’ sports car by smsing MAXIMA. The Sada section on the MBC1 website was completely rebranded and exclusive to Maxima. No additional money was paid to Mustafa Al Agha for this endorsement...

Insights, Strategy and the Idea

Get the Nissan Maxima to the top of the list for consumers on a conservative launch media budget. Maxima was making a comeback in the automotive market after a long hiatus. The segment that Maxima operates in, is a highly cluttered one & competitive brands have a strong following. Added to that was fierce competition as a result of the financial crisis, which had caused a shrinkage in overall demand for these types of cars. Our insights study revealed, that one possible window of breaking into the consumer consideration pathway was via influencer endorsement. The target group were avid sports buffs & held certain figures in the public domain in high regard. Maxima leveraged these insights by partnering with the number one sports program on a leading Pan Arab TV station. The Big Idea Engage our target audience through a multilevel partnership with the leading sports program in the region

Credits

Name Company Role
Girish Ahuja Mindshare Director - Client Leadership
Melhem Najem Manager - Client Leadership