Brand | NISSAN MIDDLE EAST |
Product/Service | 370Z |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Social Media & Viral Marketing |
Entrant Company
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
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.
Credits
Saad Gharzeddine |
TBWA/Raad |
Senior Account Director |
Natasha Monteiro |
TBWA/Raad |
Senior Account Manager |
Gerard Fadel |
TBWA/Raad |
Account Executive |
Sandeep Fernandes |
TBWA/Raad |
Creative Director |
Sumanth Wilkins |
TBWA/Raad |
Senior Art Director |
Tuan Le |
TBWA/Raad |
English Senior Copywriter |
Moe Shehebar |
TBWA/Raad |
Senior Arabic Copywriter |
Rouba Asmar |
TBWA/Raad |
Head Of Production |
Jessica Abi Nassif |
TBWA/Raad |
Producer |
Alaa Tayeb |
Nissan Middle East |
Assistant Brand Manager |
Fatima Bibi Vally |
Nissan Middle East |
Brand Manager |
Fadi Awada |
TBWA/Raad |
Account Manager |
Melhelm Najem |
Mindshare MENA |
Director/Client Leadership |
Yara Maroun |
Mindshare MENA |
Account Manager |
Luke Morris |
Mindshare MENA |
Senior Account Manager Manager Digital |
Charbel Nsr |
Mindshare MENA |
Social Media Manager |
Steve Haddad |
Mindshare MENA |
Account Executive |
Sampat Sutar |
Mindshare MENA |
Digital Manager |
Links
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