2014 Winners & Shortlists

The Brief

In 2006, The Nissan Tiida was launched for a young target audience. With rebellious imagery and edgy illustrations, the campaign was hip for its time and established Tiida as the youth car. In 2013, we had to launch the next generation Tiida. But our target audience had evolved, from being traditionally passive to socially active. They were tweeting, sharing and creating their own content. And we had to find a platform that would be relevant to them.

Describe how the promotion developed from concept to implementation

We didn’t want to force a campaign through traditional mediums. So, by taking the unusual name and its double ii, we created an idea that organically grew through digital and social pop-culture content and took on a life of its own. What started as seeding created content and a name online, grew into a culture of sharing and collaborating between client and consumer, as well as consumer and consumer.

Describe the success of the promotion with both client and consumer including some quantifiable results

For the client, this campaign offered new thinking, new territory and a new level of interaction and integration as campaign grew rapidly in various directions. For us, the success of the campaign was never in doubt… • 140.1 million impressions • 321.1k clicks • CTR 0.55% • 10527 leads • 7791 app registrations • 131,887 page views • 8,318 new fans on Nissan Page • 7- region-wide-location simultaneous themed launch event • 1500 participants And best of all, the Tiida conversation continues to grow online today…

Explain why the method of promotion was most relevant to the product or service

Our target audience had evolved almost completely in a small time period; the birth of social media now took up a large percentage of their time. It was also the number one method of communicating with friends and like-minded people. They all had opinions and creative talent just waiting to escape. We showed them the open door to letting it out.