2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

Direct communication in the automotive world is conventionally focused on test drives or website visits. Going beyond the conventions, we launched & positioned the new Nissan Altima as the most tech-advanced sedan in its segment by creating a never-before experience for the customers. Understanding the importance of personalization for our target audience, we gave them an opportunity to personalize the new Nissan Altima in the most unique way possible – by choosing a color based on their DNA! The experience resulted in the brand achieving 90% more leads and perception improving by 196%.

Background

Altima, a mid-sized sedan, is critical to the Nissan business, both in terms of sales and brand image. However, 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 • Altima’s perception on key purchase driving attributes – Intelligent Tech & Exterior styling, was lagging behind the competition Adding to the above was the fact that the new Altima was priced at about 20% higher than the outgoing model. The objectives set were: 1. Lead generation – Generate 250 leads from the brand experience 2. Increase Altima’s perception scores on Advanced tech, Innovation & Distinctive Design – 85% increase vs. 2018 scores

Describe the creative idea (30% of vote)

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. 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) 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

Describe the strategy (20% 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. 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. It reflects their achievement and represents a level of comfort and luxury they’ve earned for themselves and their families. 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.

Describe the execution (20% of vote)

We used people’s unique DNA to personalize the colour of their Altima in the most scientific way possible. The genetic markers taken from people’s DNA formed the ‘Gene Color Map’: a chromatic grid that classifies all the available colours for Nissan Altima in the most extensive and most exclusive colour range ever used for a new car. Videos on YouTube and Facebook explained the science behind the Nissan Bio-Color while promoting Altima as the most innovative and tech advanced mid-sized sedan. People interested in test driving the new Nissan Altima had the option of taking a free DNA test at mini labs inside Nissan showrooms. Email notifications informed participants of their unique genetic colour. An interactive website explained the details of the colour selection by showcasing personalized data infographics. Afterwards, new customers could request their exclusive genetic colour and apply it to their new Nissan Altima.

List the results (30% 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

Describe the use of data, or how the data enhanced the campaign output

One, as an input to strategy – Research showed that personalization is a key expectation for our target audience. Data analysis from our research indicated that this expectation is not limited to choosing stickers or decals or exterior accessories, but they wanted to truly make their car uniquely theirs. This fed into our approach of giving them an opportunity to experience that ultimate expression of individuality. Second, campaign execution – we were playing with a very unique set of data, people’s DNA information. To pinpoint the Altima Bio-Color, a group of 15 genes related to vision & color recognition were analyzed. The genetic markers were grouped, and they formed the basis of the Gene Color Map. After taking the test, email notifications informed participants about their unique genetic color. An interactive website explained the details of the color selection showcasing personalized data infographics, based on an individual’s DNA data analysis.