2015 Winners & Shortlists

RENEWING THE BOND

BrandNISSAN
Product/ServiceKSA RELAUNCH
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryProduct launch/re-launch/shopper market
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.

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

Credits

Name Company Role
Rohan Young TBWA/RAAD Executive Creative Director
Sandeep Fernandes TBWA/RAAD 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 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