2015 Winners & Shortlists

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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