2016 Winners & Shortlists

NISSAN X-TRAIL #THEONETOFOLLOW

BrandNISSAN MIDDLE EAST
Product/Service2015 NISSAN X-TRAIL
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Contributing Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Campaign

"Innovation that Excites" is Nissan's lifeblood and with the 2015 X-Trail, Nissan had created a best-in-class vehicle that lived up to their promise. We needed a launch experience that would trigger excitement too. We knew we wanted to connect with our young, hip audience where they already spend their time – Instagram. So we turned Instagram into a gaming platform for the first time ever in the Middle East. Through in-depth research, we identified six of the most influential Instagrammers in the UAE. But these people didn't only have high reach; they embodied all the X-Trail stands for – cutting edge, connected, confident, adventurous and bold. We provided them with a 2015 X-Trail before it was publicly available. Then we sent them on a one-of-a-kind road trip to a secret location. During the trip, they competed against one another by sharing their experience with their followers. Every time our Instagrammers received a strategically chosen "trigger word" (adventure, X-Trail, wow, exciting, road trip) in their comments, they earned points. The more interaction from their followers, the more points they received. Essentially, all they had to do was keep doing what they do best – share awesome photos along the way. Through #TheOneToFollow - an integrated campaign that communicated the X-Trail's superior features as compared to it's competitors - we broke through the clutter and connected with our audience in an engaging and authentic way.

#TheOneToFollow was a smashing success. In just six hours (and without any paid support), we reached 1.8 million people, and generated 25,000 social media interactions. Nissan’s Instagram handle saw a 32% organic increase in followers. Most exciting, however, was that the campaign generated thousands of comments (19,000 overall) in which followers exclaimed brand advocacy by utilizing our carefully selected trigger words. Below are a few examples (trigger words underlined) -“I used to drive an X-Trail…Love that car! Road trip sounds exciting.” -“Wow amazing! Please let’s take a road trip adventure when I come! Love the X-Trail.” -“Wow the X-Trail actually looks pretty cool…obviously love your roadtrip” -“Wow this sound exciting, all the road trip adventure you will be taking us on. My mum had an X-Trail, great cars. Love ya!” -“Wow the X-Trail – love the look! Time for an exciting adventure enjoy the roadtrip” Ultimately, we successfully positioned Nissan as a brand that lives up to its mantra: Innovation that Excites.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sami Moutran OgilvyPR PR Director
Shefali Vyas OgilvyPR Account Director
Charlotte Tansill OgilvyPR Group Account Director
Nayri Bedros OgilvyPR Social Strategist
Sonam Mahadev OgilvyPR Social Strategist
Reham Eldidi Nissan Middle East Social Media Engagement Section Manager
Yolande Pineda Nissan Middle East General Manager Corporate Communications