Brand | NISSAN MIDDLE EAST |
Product/Service | NISSAN PATROL |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Interactive Video |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
MEMOB+ Dubai, UNITED ARAB EMIRATES
|
Background
To say the Patrol is an important model for Nissan is an understatement. Very simply, Nissan Middle East lives and dies by this legendary model. In 2019, Nissan launched the 6th generation Patrol. This marked the first significant change to the model since 2013. It was the first time in a long time there was any new news to talk about when it came to Patrol.
The Nissan Patrol has always been known for its dune bashing heritage, however the new 2020 Nissan Patrol was a serious upgrade. Not only did it maintain it’s rough and rugged heritage, but it added a newly designed luxury interior, advanced infotainment features, and intelligent safety features.
We needed to highlight this duality of the new Patrol in the most engaging way possible.
Describe the strategy
Patrol was always positioned as the bold, heroic, dune-bashing desert warrior. However, the new 2020 Nissan Patrol was the most luxurious and technologically advanced Patrol ever. It wasn’t only a desert car anymore, but equally a refined city car. The launch of the 2020 Patrol needed to highlight the duality of the new Patrol, protecting its desert heritage while highlighting its refined luxury. This led us to our big creative idea, ‘Conquer Everywhere’ in the sense that drivers can equally conquer the desert, as well as the city.
According to the Telecommunications Regulatory Authority (TRA) the gulf region has one of the highest mobile phone penetration rates in the world in addition to one of the highest times spent on mobile devices. (Source: YouGov)
Our strategy was to ‘conquer’ the mobile phone to present the duality of the Patrol in an engaging manner.
Describe the execution
Mobile phones today are loaded with intuitive technologies that allows the user to have a truly interactive experience. We keep rotating our phones to see media hundreds of times and this simple realization led us to our idea of the first ever “flippable” car ad. A fun, engaging, and distinctive way to show how the new Nissan Patrol seamlessly flips between the desert and city worlds.
To bring the idea to life we shot two identical videos, one showing the desert prowess & the other showing urban luxury, using the exact same camera angles & movements. Leveraging the mobile phones gyroscope, you could flip your phone any point in time to see the Patrol conquering the city or conquering the desert.
The first ever Flippable car ad was launched on mobile website interstitial formats and in-app advertisements, targeted to the adventure & prestige / luxury seeker audience psychographic segments.
List the results
With the ‘flippable’ video our aim was to drive awareness of the Patrols duality in a highly distinctive, engaging and entertaining way. The results proved that not only did it succeed in achieving objectives but it also proved to be highly engaging for the audience:
• Click Through Rate – 214% higher than category benchmarks
• Completion rate – 190% higher than average benchmarks
• On an average, users flipped 18 times during the 30 seconds ad!
(Source: Media Agency data)
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Joe Lahham |
TBWA\RAAD |
General Manager/MD |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Bruno Bomediano |
TBWA\RAAD |
Executive Creative Director |
Alex Pineda |
TBWA\RAAD |
Copywriter / Creative Director |
Oswaldo Sa |
TBWA\RAAD |
Art Director ACD |
Camilo Rojas |
TBWA\RAAD |
Motion Designer |
Zeina Abuzaid |
TBWA\RAAD |
Motion Designer |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Bhaskar Bateja |
TBWA\RAAD |
Stragic Planning Director |
Garrett Olexiuk |
TBWA\RAAD |
Senior Planner |
Remie Abdo |
TBWA\RAAD |
Head of Strategy |
Romy Abdelnour |
TBWA\RAAD |
Communications Director |
Kevin Kurian |
TBWA\RAAD |
Account Director |
Nour Dalle |
TBWA\RAAD |
Account Manager |
Lohitaskh Keswani |
OMD |
Digital Media Director |
Hassan Abbas |
OMD |
Media Manager |
Satrajit Duttagupta |
OMD |
Associate Director |
Links
Video URL