2014 Winners & Shortlists

Results and Effectiveness

• Our stalking approach managed to covert a massive 32% of the rejecters into actual buyers.

Creative Execution

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 Rejectors. We used a region’s-first media targeting technique: Facebook’s ‘CAT’ (Custom Audience Targeting), to scope the Rejectors online and serve each social profile with personalized flyer ads. We then unleashed the ‘other guy’ (Friend Targeting), by manually browsing Rejectors’ FB profiles and offering their friend a 370Z weekend getaway treat, on the condition that they take their friend (the Rejector) 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 Rejectors (our core audience).

Insights, Strategy and the Idea

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 “Rejectors.” Rejectors 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 so efficiently and effectively, we decided to utilize our existing database of 370Z lovers yet Rejectors and intercept them to let them know the car had been re-designed of them.