2015 Winners & Shortlists

FACEBOOK CRASH

BrandARABIAN AUTOMOBILES CO.
Product/ServiceNISSAN SAFETY SHIELD
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryUse of Print in a Media Campaign
Entrant Company TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The reactive nature of the campaign turned it into a conversation piece, claiming street creds for Nissan. The brand showed its approachable nature while being able to promote an often shy product feature like safety in an engaging way. An ad created under 5 hours, gained appreciation with the addition of 320 new facebook fans in 24 hours.

Creative Execution

With a smart media buy, the ad was featured right next to the news article that talked about the facebook crash. The topical and timely approach helped our message reach the audience in a conversational way. We also published the artwork on facebook as soon as the site recovered, engaging with the social media followers of our brand, while enhancing their conversation online and offline.

Insights, Strategy and the Idea

In June 2014, facebook went down for four hours straight, the longest in the site’s history, affecting millions of users. Knowing that regional print media would cover the story the morning after, we created a print ad turning the incident into an opportunity to promote Nissan’s Safety Shield. Crashes happen; which is why every Nissan is equipped with technologies to keep you unharmed at all times.

Credits

Name Company Role
Rohan Young TBWA/RAAD Executive Creative Director
Yves Farhat TBWA/RAAD Senior Designer
Değer Özkan Çötelioğlu TBWA/RAAD Creative Director
John Abiad TBWA/RAAD Account Director
Maya Wasilewska TBWA/RAAD Senior Account Executive
Ribal Nasra TBWA/RAAD Senior Account Executive