Nissan Sets Guinness World Records™ title at Dubai International for the Largest Illuminated Indoor Advertising Sign

by Chris Saunders , FTI Consulting

• Nissan shares the Guinness World Records title with Dubai International
• HH Sheikh Ahmed bin Saeed Al Maktoum receives the Guinness World Records certificate on behalf of Dubai Airports

Dubai, United Arab Emirates (4 February 2013) - Nissan’s powerful and global brand campaign has set a new Guinness World Records achievement at Dubai International. Today, Mr. Paul O’Neill, vice-president of Guinness World Records, officially recognised Nissan’s backlit indoor advertising sign as the largest of its type in the world. O’Neill presented Nissan, represented by Roel De-Vries, Global Marketing vice president and Atsuo Kosaka, managing director of Nissan Middle East, with the Guinness World Records certificate. In order to express its thanks for its invaluable support, Nissan shared this award with Dubai International. A specially commissioned commemorative plaque of the record was offered to His Highness Sheikh Ahmed bin Saeed Al Maktoum, president of the Department of Civil Aviation and Chairman of Dubai Airports.

“It felt natural for Nissan to choose Dubai International, one of the largest and most important airports in the world, as of one of the key locations for the deployment of our global brand campaign. Nissan feels proud to have achieved a world record in Dubai, the city of so many world records. His Highness’ support was decisive in the success of this project,” commented Trevor Mann, Nissan executive vice president and chairman of the Management Committee for the Africa Middle East, India and European region

“It is an honour to have His Highness with us today as Nissan celebrates another landmark day in the Middle East,” said Atsuo Kosaka. “When we began this project, we were bold enough to ask ourselves, ‘what if we can turn our advertising at Dubai International into a world record?’. Today we see the result of that commitment as we once again deliver ‘Innovation that Excites’ into everything we do in the Middle East region.”

His Highness Sheikh Ahmed bin Saeed Al Maktoum said: “I congratulate Nissan for its achievement at Dubai International. Dubai has long been the focus for international enterprise in the Middle East and Nissan’s selection of our airport as part of a global campaign is continued evidence of the growing business importance of the emirate. We look forward to increasing commercial activity and innovative campaigns as our economy grows into the future.”

Eugene Barry, SVP Commercial at Dubai Airports commented: “This ambitious project mirrors our own ambitions at Dubai Airports. With more than 57 million people passing through the world’s third-busiest airport last year, Dubai International is the perfect location for this record-breaking initiative, and we are delighted that Nissan has chosen our airport to showcase their brand to a global audience."

Nissan’s global brand campaign will reach 100% of the passengers of Terminal 1 and 3, through more than 74 touch points at Dubai International.

Associated with this Guinness World Records are JC Decaux, the concessionaire of Dubai International and Mindshare, Nissan’s media buying agency for the Middle East.

“This remarkable campaign was an exciting tremendous challenge for our teams. An efficient and well-coordinated execution allowed us to give life to this fascinating project in 9 months, which required all our JCDecaux expertise to overcome various technical obstacles. To be part of this unprecedented project that resulted in a world record for Nissan and Dubai International, is emblematic of our fundamental mission: adding value to our partners and enhancing the passenger experience through creativity and innovation,” said Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux.

About the Guinness Record
Nissan Middle East received its award from the Guinness World Records organization for its production and installation in Terminal 3 of Dubai International of ‘The largest illuminated advertising sign (indoors)’.

• With an external frame measuring 28m by 6.21m with a surface area of 174m2, and 183 024 white LEDs it was unveiled with the latest Nissan ‘What IF_’ campaign artwork which weights 100kg.

• Using light aluminium and the latest LED lighting technology, JC Decaux managed to reduce by 60% the weight, and by 40% the electrical consumption compare to a traditional lightbox.

• Over 3500 man hours were required for the installation on site.

About Nissan’s ‘What IF_’ campaign
The ‘What IF_’ brand campaign is a global initiative utilizing the major international airports across the world together with a multi-channel communication strategy which will be implemented over the next couple of years. The campaign will communicate Nissan’s limitless innovation through constantly refreshed creative ads that will surprise and further deepen the understanding of Nissan’s human-centric approach to innovation.

The ‘Innovation that Excites’ global brand platform marks a profound shift in Nissan’s operations and promotes the inherent role that innovation plays across every part of the company, globally. Those words, exciting and innovative, are at the heart of what we do at Nissan. We believe in delivering innovative products and excitement for everyone. We believe in innovation which is useful to real people in the real world. This belief in customer-focused innovation underlines everything we do.

The ‘WHAT IF_’ campaign underlines Nissan’s commitment to bring innovative and exciting products to our customers.

The first creative work showcased the following:

• Nissan’s leading EV (electric vehicle) technology with the Nissan LEAF’s remote-charging capability via a smart phone application

• Safety technology with the Around View Monitor that provides a bird’s view to facilitate all manoeuvres

• Performance leadership with the Iconic Nissan GT-R sport sedan

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About Nissan Middle East
Nissan Motor Co. Ltd. became the first Japanese car manufacturer to establish a regional Middle East headquarters in June 1994. Nissan operations now cover over 20 countries across the region making it one of the best represented Japanese automotive brands in the Middle East. From its pioneering crossover vehicles and class-leading small cars to the legendary Nissan GT-R and all-conquering SUVs such as the ‘Hero of All Terrain’, Nissan Patrol, Nissan Middle East’s vehicle line-up is one of the broadest and most popular in the region, covering almost every segment of the automotive market.

About Nissan’s Power 88
Nissan’s Power 88 plan includes unprecedented investment in new markets, products and technologies to raise Nissan’s presence across the globe with the twin objectives of commanding eight per cent of global market share and achieving a sustainable eight per cent operational profit by 2016.

Please visit the Nissan Media Channel on or ‘Like’ us at

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For additional information, please contact:

For Nissan Middle East FZE media enquiries:
Yolande Pineda
General Manager, Corporate Communications Department
Nissan Middle East FZE
Tel: +971 4 881 7500
Fax: +971 4 881 9747

Sanaa Khadir
Ketchum Raad Middle East
Tel: + 971 4 425 8800 ext. 8983
Mobile: +971 50 8158480

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