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 delivered on the brand promise, by innovatively turning our TA’s passive motor sporting dream into an active reality: In November 2012, Nissan Middle East gave youth the chance to become professional racers, by bringing GT-Academy (GTA) for the first time to the region. GTA competition opened to the public across the region via live-events and online channels. The fastest 23 participants from eight countries were turned into active participants at the Dubai based academy, which made history by witnessing the participation of the first ever-female finalist! In order to showcase Nissan’s brand promise and excite all youth across the region, we negotiated with MBC Action to broadcast our entire season (5 episodes) during the hottest prime time spot (Sunday @ 11 pm). Cross-promotional spots on MBC network ran for five weeks to promote the GTA series leading all the way until the grand finale. [nb GTA is an academy that takes people who are good at racing video games and turns them into professional drivers]

Insights, Strategy and the Idea

Although the brand has built deep roots in the region; it was starting to become viewed as an aging brand that lacks excitement. This is mainly due to the fact that our region is heavily populated by a young audience (60% are under the age of 30). This young population has not seen any brand communication or dedicated youth activation in more than 20 years and it was becoming imminent that Nissan needed to speak to the youth and entertain them. Sports is the biggest form of entertainment resonating within youth in this region, however they usually find themselves on the audience fence rather than being a participant. This is always the case especially when it comes to professional motoring sports.