2020/2021 Winners & Shortlists

Background

Altima, a mid-sized sedan, is critical to the Nissan business, both in terms of sales and brand image. In 2019, when Nissan planned to introduce a completely redesigned version, the dynamics of the automotive segment in UAE were changing: • Overall automotive market was in decline • People were choosing SUVs over sedans Adding to the above, the new Altima was priced at about 20% higher than the outgoing model. The objective was to achieve 5% higher monthly average sales than the pre-campaign period, in the first five months following the launch.

The Interpretation of the Challenge (30% of vote)

The challenge was a combination of multi-dimensional contradictions – attracting people to buy a new expensive sedan when they’re shying away from the segment. Communicating the new Altima’s tech-advanced features, distinctive design & overall appeal would have attracted the customers who’re already in the market for a sedan. But to achieve the higher sales objectives we’d to expand the penetration & make the non-sedan prospects interested in the new Altima. We had to do something that takes the conversation with them beyond just what the Altima as a car offers whether it’s the styling, tech or features. It was all too tactical & it’d be difficult for us to come to a level where the customers don’t even compare the Altima with the competition. When everything around you is rational, the way to break through the clutter is trigger the emotions and this is what we needed to do.

The Insight / Breakthrough Thinking (30% of vote)

We were targeting ‘Life Maximizers’ - Expat Arabs 28-35 years old in the pre and young-family stage. Psychographic research analysis revealed they are ambitious, goal-oriented, and eager to climb the ladder of progress professionally. An extensive customer research indicated that 65% of our target audience expect brands to connect with them personally and treat them as individuals, not just part of a group, 9% higher than the global average. They want to stand out and be recognized for the success and achievement they have achieved to this point in their life. For them, the purchase of a new car is a symbol. Their car is a mirror of them. They are also neophiliacs and always looking out for something new and different. Insight: Life Maximizers’ car is a mean to promote self-image. Strategy: Use innovation to make the car a literal extension of its driver.

The Creative Idea (20% of vote)

Primary consumer research into our target audience uncovered some intriguing findings: 65% of consumers in the UAE expect brands to connect with them personally and treat them as individuals. 9% higher than the global average expectation for personalized services. (Source: Collinson group, Khaleej Times) Secondary research on the automotive category pointed out that the Middle East, especially UAE is emerging to be one the biggest markets in the world for car customization & personalization. This learning triggered a question that led to our creative idea – How can we give the ultimate personalization experience to our target customers? We found the answer to this question in something that’s the most unique and uncopiable aspect of individuals – their DNA! This gave birth to our creative idea - Use individual’s DNA to personalize their Altima

The Outcome / Results (20% of vote)

• Leads Generated: 472 (90% higher than target). In addition to the surpassing the target by a huge margin, the leads were generated at a 18% lower Cost per Lead, with a Click-through ratio that was 86% higher than benchmarks. (Source: Media Agency data) The new Altima had 89% higher incremental sales than planned, the Bio-color experience having a significant contribution to that. • Communications Objective: Increased perception (vs. 2018 results) of Altima as a vehicle that is/has: o Advanced tech – 74 pts (+196% increase) o Innovative – 77pts (+166% increase) o Attractive styling – 74pts (+45% increase) o Distinct Design – 69pts (+138% increase) o Personality - 74pts (+48% increase) (Source: Nissan brand tracking) And while we weren’t expecting it, in the latest wave of 2019 brand tracking, Altima became the top emblematic model for Nissan, surpassing the beloved Nissan Patrol