2014 Winners & Shortlists

Brief Explanation

In 2010, the Nissan Patrol was launched as The Hero of All Terrain. Our high-end model sales managed to overcome the leader, Toyota Land Cruiser, in that segment. But the bigger market share (over 80%) was in the lower-grade model and this was huge potential for growth that was not tapped into. In the highly-competitive SUV segment, superior features define the purchase decision. But with SUV press ads communicating catalogue-style features without benefits, ATL communication became a sea of sameness. There was only talk, no engagement. Our insight was that people don’t believe claims; they want proof. So we needed a responsive medium to prove that our features were best-in-class, in a path-breaking manner.