Brand | AWR ARABIAN AUTOMOBILE |
Product/Service | NISSAN INTELLIGENT EMERGENCY BRAKING |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Posters |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Background.
Nissan is the leader in automotive technology. Through their Intelligent Mobility technology, they’ve successfully become the leaders in electric vehicles, autonomous vehicles, and vehicles with connected technology. However, most people are unaware of Nissan's leadership position in intelligent vehicle technology, and to make matters worse, getting people to understand these complicated and confusing innovations is a difficult communications task.
Nissan needed to make people aware of and understand their intelligent mobility technology in a way that was clear, concise, and intriguing to increase the conversion rate from showroom footfall to sales.
Describe the creative idea.
Our idea: Bring to life the intelligent innovation in Nissan vehicles through an equally intelligent and innovative showroom execution.
Nissan vehicles are packed with innovative technology. One of the most advanced technologies is intelligent emergency braking. This technology detects potential obstacles in the distance and assists drivers in avoiding collisions with vehicles and pedestrians. To show how the technology works we literally wanted to show how the technology worked. To do so, we would show what a human driver would see, and what the vehicle would see at a distance of 50 meters.
Describe the strategy.
We used one of the oldest advertising mediums, to drive awareness and familiarity of one of Nissan's smartest and most innovative intelligent mobility features.
In 1980 George P. Lakoff published “Metaphors We Life By” a groundbreaking book which examined the way we gain understanding through an extensive system of metaphorical jumps between concepts. Our understanding is influenced and determined by our experiences in the physical world. This is why we say that something is “over our heads” to express the idea that we do not understand.
To bring Nissan’s intelligent emergency braking feature to life in an easily understandable way, we showed a physical representation of how the vehicles safety technology detects distant objects through an innovative showroom execution.
Describe the execution.
As the largest dealer for Nissan in the region, Arabian automobiles wanted posters to communicate the Nissan Intelligent Mobility technologies. Rather than a standard format, we decided to use the layout of the showroom as a demo space. A single stretch poster shows the customer how the technology of the vehicle sees the pedestrian in the distance. This execution allowed us to bring the intelligent emergency braking feature to life in a way that is visually impactful, easily understood, simple and effective.
List the results.
This campaign just recently launched in the market As a result, there have been no recorded effects to show at this point. Brand tracking shows that Nissan's associations with "Safe" and "technologically advanced cars" has improved significantly; however multiple communications efforts have likely had a contributing factor to these results.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Fouad Abdel Malak |
TBWA\RAAD |
Executive Creative Director |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Thomas Varghese |
TBWA\RAAD |
Senior Designer |
Ghassan Kassabji |
TBWA\RAAD |
Managing Director |
Richard Rao |
TBWA\RAAD |
Senior Account Executive |
Zaid Alwan |
TBWA\RAAD |
Creative Director |
Sandeep Fernandes |
TBWA\RAAD |
Creative Director |
Hazem Atieh / Ezzat Habra |
TBWA\RAAD |
Creative Services Managers |
Romy Abdelnour |
TBWA\RAAD |
Corporate Communications Director |
Garrett Olexiuk |
TBWA\RAAD |
Senior Strategic Planner |