Brand | ARABIAN AUTOMOBILES CO. |
Product/Service | NISSAN SAFETY SHIELD |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Use 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
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 |