2015 Winners & Shortlists

The Campaign

BACKGROUND Toyota’s Land Cruiser and Patrol are the large SUV category leaders. The fate of Patrol depended on its ability to steal from Land Cruiser market share. INSIGHT Perceived as more luxurious, people strayed away from Patrol and opted for Land Cruiser which was perceived as more financially approachable. However, after speaking to different family men we quickly realized it wasn't the financial burden holding them back from purchasing a Patrol. They saw the power and the luxury of the patrol, but they failed to pick up on the everyday practicality of the model. They believed the purchase of was personally unjustifiable STRATEGY Get those who believe the purchase of a Patrol is personally unjustifiable to reconsider the Patrol by demonstrating its everyday versatility

Success of the Campaign

1) Familiarity with the Patrol increased by 86% with mid-grade seekers Source: Nissan, FY13/FY14 Gulf Strategic Brand Image Survey, TNS 2) Purchase consideration increased by 22% Source: Nissan, FY13/FY14 Gulf Strategic Brand Image Survey, TNS 3) Sales grew by 147% Source: Patrol Brand Tracker Monthly KPI Report 2014, TNS 4) All this success has lead us to achieve 40% market share of the large SUV – an 11% jump Source: Patrol Brand Tracker Monthly KPI Report 2014, TNS

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

LAUNCH APPROACH Phase 1: anchoring versatility Spreading the word about Patrol’s versatility though TV, Print, OOH, Radio, showrooms, digital and social media Phase 2: creating versatility believers Creating believers with on-ground execution and special activations, which highlighted city-friendliness, female friendly, low fuel consumption, reliability, durability and power.