| Brand | NISSAN |
| Product/Service | PATROL |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Integrated Campaign |
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Entrant Company
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Media Agency
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MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
We broke the sales barrier and a Guinness World Record.
- Achieved 40% market share of the SUV segment, making us a close No.2
- By Dec 2014, our YOY sales grew by 147%
- 600,000 interactions on Patrol Challenge microsite
- Over 1 million views on YouTube
(Source: Nissan Middle East Sales Data 2013-2014).
Creative Execution
Position it as the conqueror of all terrains of life. Our integrated campaign proved that the Patrol was just like its driver – a multi-faceted achiever. Messaging was tailored for every medium, and we targeted female drivers through unconventional activations.
Insights, Strategy and the Idea
The Patrol is known to be the ultimate rugged terrain vehicle. In 2010, it was was luxuriously redesigned to appeal to a wider market. The challenge? Make its off-road image less overpowering and more for everyday life.
Credits
| Rohan Young |
TBWA/RAAD |
Executive Creative Director |
| Sandeep Fernandes |
TBWA/RAAD |
Creative Director |
| Sumanth Wilkins |
TBWA/RAAD |
Art Director |
| Saad Gharzeddine |
TBWA/RAAD |
Account Director |
| Natasha Monteiro |
TBWA/RAAD |
Senior Account Manager |
| Tony Vartivarian |
TBWA/RAAD |
Senior Account Manager |
| Fadi Awada |
TBWA/RAAD |
Account Executive |
| Farah Abi Saab |
TBWA/RAAD |
Account Executive |
| Garen Yepremian |
TBWA/RAAD |
Account Executive |