2013 Winners & Shortlists

Results and Effectiveness

The page grew to 27,390 in just 4 months, with an amazing engagement rate of 2.0%; this surpasses the average engagement rate worldwide, which is at 0.17%. The highest engagement rate recorded amongst direct competitors during that period (September to December) was 0.5%, which is 4 times less than Nissan Middle East, making the page one of the highest engaged pages in the entire Middle East.

Creative Execution

To do this, Nissan needed to engage a small fan base by adapting global content for the local market. There were 3 key steps to the creative approach: a. Creative look and feel Take control of Nissan presences on Facebook, Twitter and YouTube. Refresh look and feel with global guidelines to provide consistency. b. Adapt global content Content calendars were introduced. Global assets such as Usain Bolt Gold GT-R campaign were localized. c. Create bespoke concepts for the local market The Nissan GT Academy was adapted from the US and European markets for the Middle East alone, offering amateur drivers the chance to become a racing pro. In parallel, a Nissan Challenge was devised for enthusiasts, where a user generated content competition took place offering participants the chance to win a trip to Japan.

Insights, Strategy and the Idea

Nissan was established in the Middle East since its first show room in Kuwait year 1957. Since then, the Nissan brand had been represented solely by its local dealers. As the digital age evolved, the brand presence was becoming fragmented and diluted. Online, the Nissan brand was handled by different entities, and there were no guidelines or consistency across. The brand was fast losing control. Buzz reporting showed us that the Nissan was fairly competitive when it came to share of voice and positive online sentiment; however this wasn’t replicated with community fan base. Nissan resolved to rectify the situation by establishing the brand presence as front of center, uniting all the unofficial profiles under the umbrella brand. The vision was to create a strong online community, from which customer relations would be managed.