Brand | NISSAN MIDDLE EAST |
Product/Service | PATROL |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Integrated Campaign Led by Interactive |
Entrant Company
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Saad Gharzeddine |
TBWA/Raad |
Senior Account Director |
Natasha Monteiro |
TBWA/Raad |
Senior Account Manager |
Fadi Awada |
TBWA/Raad |
Account Manager |
Gerard Fadel |
TBWA/Raad |
Account Executive |
Dan Jacques |
TBWA/Raad |
Copywriter |
Moe Shehebar |
TBWA/Raad |
Copywriter |
Guido Pecego |
TBWA/Raad |
Associate Creative Director |
Sandeep Fernandes |
TBWA/Raad |
Creative Director |
Sumanth Wilkins |
TBWA/Raad |
Senior Art Director |
Jamal Hilal |
Nissan Middle East |
Brand Manager |
Katib Belkhodja |
Nissan Middle East |
Brand Manager |
Lara Ayoub Agha |
Nissan Middle East |
Assistand Brand Manager |
Melhelm Najem |
Mindshare MENA |
Director/Client Leadership |
Yara Maroun |
Mindshare MENA |
Account Manager |
Luke Morris |
Mindshare MENA |
Senior Account Manager Manager Digital |
Lina Chalak |
Mindshare MENA |
Senior Account Executive Executive Digital |
Steve Haddad |
Mindshare MENA |
Account Executive |
Gemma Mascarinas |
Mindshare MENA |
Media Executive |
Sampat Sutar |
Mindshare MENA |
Digital Manager |
Shiboo Shamz |
Mindshare MENA |
Digital Project Manager |
Links
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