2015 Winners & Shortlists

The Brief

Internal issues caused Nissan to pause all communication and all activity across the Kingdom of Saudi Arabia for over half a decade! In 2014 Nissan made the decision to bring Nissan back to the kingdom We needed to re-new the bond with the disenchanted loyalists who had been abandoned for the last 6 years, and we also had the challenge to create a bond with the disconnected youth; who’d had minimum to no exposure to our brand. We needed to engage both diverse audiences with a tailor made experience that will connect them back to the brand.

Describe how the promotion developed from concept to implementation

That is why developed an entertainment marketing campaign for a multi-touchpoint brand experience with our audience. The media campaign idea was: Bring it back! We executed the idea through two unique brand events: Jadidha & Actionha. Jaddiha; which means renew it, is a ‘nationwide Nissan hunt’ for the disenchanted loyalists to bring back their old Nissans for a chance to win a brand new one. As for the dismissed youth, we brought them back Actionha which means, action it: a series of large on-ground activations which contain music, car drifting and general entertainment for Saudi Youth.

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

• Awareness reached 82% among Saudi youth and 92% among older customers • Engagement reached 80,000 Actionha visitors over 3 days and 95% of our target audience through our partnership with the MBC-network. • Favorability for the brand jumped by 28%, the highest jump ever in one shot and purchase consideration in parallel became at a high 67% • We were also able to achieve a 7% market share after only 6 months of operation. Beyond quantifiable results, through this campaign we managed to take a brand that was becoming a memory and turned it into a memorable brand experience.

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

We knew that simply announcing the return of Nissan was not going to win the attention of the population because the consideration mind set of a consumer when it comes to automotive is by far the most involved form of consumer goods purchase. That is why this creative, and incentive driven, promotional campaign was necessary to regain the trust of our consumer; rebuilding and mending the relationship Nissan once had with the Saudi consumer.