2012 Winners & Shortlists

The Campaign

Campaign started with a teasing pre-launch campaign in media and a centrepiece of a giant and intriguing box placed in the Nissan showroom and at the Bahrain City Center. It has a small opening for visitors to see the ‘funky’ car parked inside and write their comments on it. First time in Bahrain to do so. A campaign was released to invited visitors to find out what’s inside the Nissan box and get photographed with it. Coinciding with the launch, a photo competition was run in the social media to extend the publicity. The youth were encouraged to pose with the Juke. We took their photos and uploaded them on the spot on Nissan.Bahrain Facebook application to win “Likes”. The person in the most “Liked” photo won a weekend with Nissan Juke car and an iPad 2 Effective Campaign duration was ~18 days only ( Aug 18 until Sept 3, 2011)

Success of the Campaign

Approving the campaign’s effectiveness and success, it was awarded the “Best Marketing Launch Campaign” by Nissan Gulf. The large number of photos on the Facebook page and the numerous “Likes” they received also testify the success of the Nissan Juke launch campaign. 2500 registered for the promotion 175315 post views(+617%) Post Feedback 1,885 (+522) total tab views 13421 New likes 4529 (+140%) Monthly active users jumped to 18,196 (+184%) Over 35 Nissan Juke cars were sold in the fiercely competitive Bahrain market within the first two weeks of the launch.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Teasing: Aug 18 - Aug 21, 2011 Outdoor (15 , Size 3x4m) Radio (15”) 100 spots in FM93.3 and 100 spots FM96.5 Online banners on Kooora (leader Board / 120,000 imp) and Facebook (Flyer ad / 3000 clicks) Display in Bahrain City Center (12x 4m) Newspapers (Front upper banner in Ayam x 2 insertions) (lower banner in GDN x 2 ins) SMS to 50,000 numbers TVC (15”) (200 spots in 12 Mall screens) (200 spots on Outdoor x 5 screens) Revealing: Aug 22-Sept 7, 2011 Outdoor (15 , Size 3x4m) Radio (15”) 100 spots in FM93.3 and 100 spots FM96.5 Online banners on Kooora (leader Board / 140,000 imp) and Facebook (Flyer ad / 3000 clicks) Display in Bahrain City Center (12x 4m) Newspapers (HP in Ayam x 2 insertions / Akhbar Al Khaleej x 1 / GDN x2 ins / Daily Tribune x 2 ins ) SMS to 50,000 numbers TVC (15”) (300 spots in Mall screens x 12) (300 spots on Outdoor x 5 screens)