2014 Winners & Shortlists

Results and Effectiveness

• During the first two weeks of GTA, engagement rate increased to 1.31% becoming the number one (Non-luxury) automotive brand in the ME in terms of engagement rate (source: Social-bakers) • The engagement continued to increase, reaching 2.03% • Until today, Nissan Middle-East Facebook page, is the leader between all automotive pages (non-luxury). • Upon airing it on the leading TV channel “MBC Action” catered to youth, GTA generated 7% TV rating (source IPSOS), making it one of the top programs for our target audience.

Creative Execution

We took down the existing billboard and expanded it like never before. Through a gruelling three-month process, we constructed an unprecedented new site with a surface area of over 174 square metres. By the time it was completed, the billboard featured 183,024 individual LED lights and weighed 600 kilograms. When we stood back and looked at what we’d created, we realised it was the world’s largest indoor illuminated advertising sign. Our achievement was officially recognised by Guinness at a ceremony attended by His Highness Sheikh Ahmed bin Saeed Al Maktoum. 13 journalists from across the region were there, including three from Dubai TV—to help spread our message of innovation far and wide among our target audience. So while we set out to break convention, we ended up setting a new Guinness World Record. What better example of innovation that excites?

Insights, Strategy and the Idea

Although Nissan has built deep roots in the region, it was starting to become viewed as an ageing brand that lacks excitement. This is mainly because the region is heavily populated by a young audience (60% are under the age of 30). To be seen as relevant again, Nissan needed to start engaging in a meaningful way. In 2011, Nissan launched a new global brand platform: ‘Innovation that excites’. The ‘WHAT IF_’ campaign that followed underlined Nissan’s commitment to innovation in everything they do. So when the time came to launch the campaign outdoors in the Middle East, we decided to add some innovation of our own. First, we identified an iconic location at the crossroads of the world: Terminal 3 of Dubai International Airport. We then set about transforming the existing site into something truly innovative.