Brand | NISSAN |
Product/Service | KSA RELAUNCH |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Products |
Entrant Company
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MONTAGE TV PRODUCTION Dubai, UNITED ARAB EMIRATES
|
The Brief
Nissan in KSA as a brand has been absent in terms of brand communications and delivering proper automotive services to audience for the past 6 years due to internal business conflicts , as a result, We had to work on regaining trust with Nissan existing , offer complete transparency , admit our mistake and new customers re-creating awareness and familiarity giving more focus onto the overall opinion and purchase consideration .
We had to target all Nissan new and existing customers for which people no longer trusted our brand and remind them of our heritage.
Creative Execution
Answering the younger and older generations’ needs
Amending the bond with disenchanted loyalist
Preserving Nissan’s heritage.
Building affinity with the dismissed youth
Cementing the bond in rural areas
A Saudi angle across everything we do
Describe the creative solution to the brief/objective.
We launched a nation-wide hunt to Jadidha TV show looking for the oldest Nissan in the kingdom and swap them with new models. The power of reconnection with youth with a lot of thrilling activities such as, off-road challenges, GT Academy and test drives. To ensure we reached everyone we literally went everywhere.
Results
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 to 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.
Credits
Sandeep Fernandes |
TBWA/RAAD |
Creative Director |
Rohan Young |
TBWA/RAAD |
Executive Creative Director |
Sumanth Wilkins |
TBWA/RAAD |
Senior Art Director |
Bassam Doss |
TBWA/RAAD |
Associate Creative Director/Arabic Copywriter |
Breda Plavec |
TBWA/RAAD |
Associate Creative Director |
Dana Silwadi |
TBWA/RAAD |
Senior Copywriter |
Saad Gharzeddine |
TBWA/RAAD |
Group Account Director |
Natasha Monteiro |
TBWA/RAAD |
Senior Account Manager |
Tony Vartivarian |
TBWA/RAAD |
Senior Account Manager |
Fadi Awada |
TBWA/RAAD |
Account Manager |
Farah Abi Saab |
TBWA/RAAD |
Account Executive |
Gerard Fadel |
TBWA/RAAD |
Account Executive |
Elliot Bastien |
TBWA/RAAD |
Senior Strategic Planner |
Jessica Abi Nassif |
TBWA/RAAD |
Agency Producer |
Rouba Asmar |
TBWA/RAAD |
Agency Producer |