2022 Winners & Shortlists

Why is this work relevant for Media?

Launching the all-new X-Terra wasn’t just introducing a new car. For communication to be effective, it needed to change perceptions that people have held for years. A name synonymous with extreme off-roading had to be re-positioned as a car suitable for young families. Tapping into the cultural zeitgeist of space exploration and redefining notions of a family, we created an ‘out of this world’ integrated campaign that brought futuristic imaginations of extraordinary family adventures to life through different mediums. Generating 78% higher leads than planned at 61% lower cost, resulting in 11% market share in just 4 months.

Background

The X-Terra was once a brand synonymous with extreme off-roading. However, consumer preferences evolved and the allure of rugged, extreme off-roading capable SUVs decreased. Young families wanted an all-rounder - style, comfort, versatility and technology advanced. X-Terra was viewed as an ageing model, meant only for a niche community of enthusiasts so in 2015 it was discontinued. Our challenge was to relaunch the X-Terra in 2020 after a five-year gap and a lasting legacy that still didn’t view it as a family car. For the communication to be effective, it needed to change perceptions that people have held for years

Describe the creative idea / insights (30% of vote)

The creative idea came from tapping into the cultural zeitgeist of space exploration and redefining notions of what it means to be a modern family. We wanted to produce an ‘out of this world’ digital creative that would bring futuristic imaginations of extraordinary family adventures to life. Expressed as ‘Bond wherever you go’, the idea would feature a virtual experience teaser, a reveal event streamed on YouTube, a hero film, animated and static content, plus conversion-driving assets to get interested customers onto the Nissan website to book test drives, download brochures or register their interest.

Describe the strategy (20% of vote)

For X-Terra to make its mark again, it would need to divert consumers’ attention away from the competition. Eating into the competition’s share was the only way to grow - hence market share was set as the lead business objective. Diverting attention also meant making potential customers see the new X-Terra in a different light. The strategy was to not just reintroduce, but re-position the X-Terra. The change in imagery needed to convert to genuine interest in the form of leads. The core buying audience for mid-size SUVs are young families in the 30-39 age band, including people from varying ethnicities across the Gulf region. Secondary research indicated that, 75% of our audience prioritize spending time with their family, over 70% have a strong interest in technology, and of the 66% who enjoy travel, all of them enjoy family road trips.

Describe the execution (20% of vote)

The campaign was executed in a multi-phased manner. Phase one included the Nissan X-Perience - a virtual experience viewed on a tablet through an astronaut helmet-shaped glass. The X-Perience kit was sent to automotive and lifestyle influencers, who shared their excitement on social platforms. We also ran social media competitions to promote a virtual car reveal, streamed live on YouTube and to win the X-Perience kit. Phase two featured a hero film that captured a child’s imagination of a space adventure with his family, in the new X-Terra. The film highlighted the car’s family-friendly features – three row seating, rear-screen entertainment and a suite of active safety technologies. OOH and digital banners were also deployed. Phase three saw films, animated and static content highlighting the three most relevant attributes for our target audience – Comfort, Performance & Technology. Interested customers were driven to the Nissan website.

List the results (30% of vote)

• 120% higher engagement • 2.5 times higher clicks • 78% higher leads than planned at 61% lower cost, resulting in 11% market share in a span of just 4 months. • More than 38 million views for the campaign videos, 4.5 times higher than estimate • 8% higher website visits compared to Nissan internal benchmarks • 19.5% lift in ad-recall measured through YouTube Brand Lift Study