2011 Winners & Shortlists

Results and Effectiveness

30% increase is Showroom traffic 25% increase in test drives 11% increase in sales

Creative Execution

To launch the invasion, we dispatched The TIIDA Troops to speak to commuters on one to one basis. The troops flooded Metro platforms & trains, talking to everybody about how they converted to TIIDA, and why everyone else should. We also negotiated hard with RTA (Road & Transportation Authority) to allow us the freedom to plaster ads for TIIDA in various formats all over Dubai Metro stations which screamed out: Buy a TIIDA FOR only 32/DHS per day. The cost of owning a TIIDA was now mere pocket change.

Insights, Strategy and the Idea

After a successful launch in 2006, sales of the Nissan TIIDA were dwindling. Our campaign objective was to re-launch the new TIIDA and increase sales. Our Insight: Research had shown us that the drop in sales was proportionate to the increase in the number of people using Dubai Metro. Therefore we decided to single-mindedly target public transport users.