2011 Winners & Shortlists

Results and Effectiveness

• Nissan created a new concept of TV sponsorships; buying relevant movies for their Target audience. • 70% of the people surveyed had seen the promos • 60% of the people linked Nissan SUVs to power

Creative Execution

We conducted a survey on Nissan’s target to determine which movie they most affiliate with “power runs in the family”, and the unanimous result was “The Godfather”. Being a trilogy, the movie ran over the course of three weeks alongside an integrated promotional campaign incorporating Nissan in the footage. Finally we topped it off with a selection of power series “Muwai thai contender & fringe” to own the entire evening & night on MBC Action channel.

Insights, Strategy and the Idea

The prominence of SUV in the Gulf region has increased, resulting in major automotive players vigorously pushing SUV line-up advertisements to showcase themselves as pioneers in the category. “POWER RUNS IN THE FAMILY”, Nissan’s SUV line-up campaign capitalizes on the power of their 4x4 models. Whether you’re a family man looking for a large SUV, a Local looking for a 4x4 safari, or an Expat looking for a city SUV, “power” is a key attribute for your selection. • How do we communicate “power in the family” on a Pan Arab level, and stand out from the competitors?