2014 Winners & Shortlists

The Campaign

Nissan 370Z is for adrenaline pumped males that “really care about being ahead of the other guy”; that’s why the ‘Speed Personified’ in 2012 positioned it as a speed icon and increased sales. However the potential for sales was much higher. This was observed through the large number of people who test drove the car but did not buy it; we call them “Rejecters.” Rejecters appreciate and love 370Z’s performance but the price is beyond their reach since it comes only with one grade that has premium features they don’t care for. Our strategy for 2013 was to tap into 370Z’s maximum potential. To do that we repositioned the 370Z by introducing an entry grade that removes the luxury element while maintaining the same engine and sporty look. That made 370Z “Within the Reach” of our TA while still keeping it “Out of Reach” of competitor cars.

Success of the Campaign

•During the period of Jan-June 2013, the sales increased by 325% compared to 2012. In other terms, we successfully sold 240% more than last year’s full stock within six months only. •When it comes to market share, the share of 370Z increased from 11% to 41%, becoming the category leader. The market share of BMW Z4 dropped from 39.5% to 18.5% •Our stalking approach managed to covert a massive 32% of the rejecters into actual buyers. Source: Nissan Middle East sales data - 2012-2013.

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

We STALKED our Rejecters until they bought the car! Instead of investing heavily in a new lead-generation campaign, we utilized our existing database and tapped into the Rejecters. We used a region’s-first media targeting technique: Facebook’s ‘CAT’ (Custom Audience Targeting), to scope the Rejecters online and serve each social profile with personalized flyer ads. We then unleashed the ‘other guy’ (Friend Targeting), by manually browsing Rejecters’ FB profiles and offering their friend a 370Z weekend getaway treat, on the condition that they take their friend (the Rejecter) with them in the 370Z. Finally to expand reach, we stalked the ‘lookalikes’. By using Facebook’s LAT (Look-alike Audience Targeting) we were able to reach a wider range of profiles that met the demographic, interests and activities of our Rejecters (our core audience).