2015 Winners & Shortlists

The Brief

Drivers in the Middle East are infamous for their bad parking. Huge SUVs and sedans routinely hog two or three spaces, block routes and inconsiderately park anywhere. Nissan took advantage of that fact, to showcase its 'Around View Monitor' feature (with four cameras and a bird’s-eye view) that makes parking easier and drag people to the showroom as well as create awareness and polite notice to drive properly in the future. Target Audience : Males and females drivers 18+

Creative Execution

Drivers in the Middle East are infamous for their bad parking. Huge SUVs and sedans routinely hog two or three spaces, block routes and inconsiderately park anywhere. Nissan saw this as a chance to showcase its 'Around View Monitor' feature (with four cameras and a bird’s-eye view) that makes parking easier.

Describe the creative solution to the brief/objective.

We placed fake parking tickets on the windshields of badly parked cars in the UAE, Jordan and Lebanon. Upon returning to their cars, the unsuspecting drivers thought they'd been booked. These notes resembled official parking tickets, but on closer inspection, introduced people to Nissan's 'Around View Monitor' and also turned the amount of the supposed fine into a discount on their new Nissan.

Results

94% of the tickets handed out per market actually led people to the URL. 34% went for a test drive with their note in hand. In an activity that only lasted a weekend and with minimum budget, 21 cars were actually sold with our Reverse Tickets, in all 3 markets.