2013 Winners & Shortlists

SPEED PERSONIFIED

Silver

Case Film

Presentation Board

BrandNISSAN
Product/ServiceNISSAN 370Z
EntrantMINDSHARE Dubai , UNITED ARAB EMIRATES
CategoryINTEGRATED MEDIA CAMPAIGN
Advertising Agency TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
Media Agency MINDSHARE Dubai, UNITED ARAB EMIRATES
Entrant Company MINDSHARE Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

Perceptual results In the Nissan Brand Tracker study, the perception of Nissan 370Z on the parameter of “Speed” increased from 24% to 45%, much above the targeted 34% (Source – NCBIS Nissan Brand Tracker Jan-June 2012) Business results: • 3,554 leads were generated (18.4% higher than objective) • 349 test drives taken (66% higher than objective & 128% increase vs same period previous year) • 9% increase in sales (5% higher than objective) • Market share increased from 8.3% to 10.8% (30% higher than objective)

Creative Execution

Our insight was that speed is the most important driver to purchasing a sports coupe vehicle, while our challenge was to increase test drives within a small marketing budget. As a result our communication strategy was to use high affinity channels to increase testdrives; while incorporating a speed element in every touch point (TV, Digital, Magazines, SMS & Smbien) We focused our campaign on a single idea - to give our TA the feeling of driving a Nissan 370Z from 0 to 100km/h in 5.5 seconds (5.5 seconds is the time required for the 370Z to move from 0 to 100 km)

Insights, Strategy and the Idea

Nissan 370Z is not for the faint-hearted. It’s a sports coupe for those with a need for speed; a niche audience that always wants to be ahead of the rest. A niche audience meant a smaller marketing budget. In the past, this small budget was spent on TV in order to maximize reach. In 2011, test drive requests have dropped resulting in a 38% drop in sales (compared to 2010). At a 2% category growth, it was evident that we were losing market share to our direct competitors (Audi TT, BMW Z4, Mercedes SLK & Porsche Boxter/Cayman) Perceptual Objective • Increase the perception of Nissan 370Z on the parameter of “Speed” from 24% to 34%. Business Objective • Generate 3,000 Quality Leads, which at a 7% conversion rate will lead to 210 test drives within 6 months • Increase sales by 5% within 6 months

Credits

Name Company Role
Melhem Najem Mindshare UAE Director - Client Leadership
Yara Maroun Mindshare UAE Account Manager
Gemma Mascarinas Mindshare UAE Media Executive
Hassan Alhindy Mindshare UAE Account Manager
Ibrahim El Tawil TBWA/RAAD UAE Account Executive
Natasha Monteiro TBWA/RAAD UAE Account Manager
Saad Gharzeddine TBWA/RAAD UAE Account Director
Halim Sader MBC Action Sales Manager
Elias Traboulsi MBC Action Sales Manager