2015 Winners & Shortlists

The Campaign

Over the last 6 years, due to internal business issues and concerns, Nissan decided to pause all communication and activity across the entire Kingdom of Saudi Arabia. This had a direct effect on our sales where our market share dropped from 15% to 3.3% and gave our competition a clear opening. people no longer trusted our brand, and had become disenchanted with the Nissan customer experience, which lagged far behind the Toyota experience. We needed to regain our place in Saudi’s heart

Success of the Campaign

1) Our overall opinion increased by 28% since we launched our campaign and achieved new heights by the end of FY 13 Source: Nissan, KSA, FY13 Gulf Strategic Brand Image Survey Wave 2,TNS 2) Market share went from 0% market share ito 8.3% market share Source: Nissan, Middle East Automotive Council Data, 2014 3) This campaign propelled us from the 8th to the 3rd leading automotive player in the kingdom. Source: Nissan, KSA, FY13 Gulf Strategic Brand Image Survey Wave 2,TNS

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

LAUNCH APPROACH PHASE 1: DECLARING THE PLEDGE TV, print, outdoor, online and radio highlighted how we are dedicated to renewing the bond with the Kingdom, while reminiscing about our 50 year heritage in the Kingdom PHASE 2: ENGAGING PEOPLE TO BE PART OF THE BOND Amending the bond with disenchanted loyalist, we launched a ‘nationwide hunt’ to find owners of the oldest Nissan cars in the Kingdom. To build a bond with the youth and anchor our vehicles’ capabilities, we brought back Actionha (a series of large on-ground activations which contain music, car drifting and general entertainment for Saudi Youth) after a two-year hiatus.