2014 Winners & Shortlists

The Brief

Nissan 370Z is for adrenaline pumped males that “really care about being ahead of the other guy”; The potential for sales was high. This was observed through the large number of people who test drove the car but did not buy it; we call them “Rejecters.” Rejecters appreciate and love 370Z’s performance but the price is beyond their reach since it comes only with one grade that has premium features. Our strategy for 2013 was to tap into 370Z’s maximum potential. We repositioned the 370Z by introducing an entry grade that removes the luxury element while maintaining the same engine and sporty look.

Describe how the promotion developed from concept to implementation

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 Rejecters. We used a region’s-first media targeting technique: Facebook’s Custom Audience Targeting, to scope the Rejecters online and serve each social profile with personalized flyer ads. We then unleashed the ‘other guy’ (Friend Targeting), by manually browsing Rejecters’ FB profiles and offering their friend a 370Z weekend getaway treat, on the condition that they take their friend (the Rejecter) with them in the 370Z. We also stalked the ‘lookalikes’. By using Facebook’s Look-alike Audience Targeting we were able to reach a wider range of profiles of our Rejecters (our core audience).

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

• During the period of Jan-June 2013, the sales increased by 325% compared to 2012. In other terms, we successfully sold 240% more than last year’s full stock within six months only. • When it comes to market share, the share of 370Z increased from 11% to 41%, becoming the category leader. The market share of BMW Z4 dropped from 39.5% to 18.5% • Our stalking approach managed to covert a massive 32% of the rejecters into actual buyers. Source: Nissan Middle East sales data - 2012-2013.

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

Our TA appreciate and love 370Z’s performance but the price feels beyond their reach since it comes only with one grade that has premium features they don’t really need. 370Z fit the bill. Through our creative direction we were able to bring 370Z “Within the Reach” of our TA while still keeping it “Out of Reach” of competitor cars.