|Campaign||Urbanproof - Nissan|
|Advertiser||Nissan Motor Corp.|
|Business Sector||Four Wheel Drive, SUV(Sports Utility Vehicle)|
|Story|| A giant skateboarder uses the Nissan Qasqai to avoid certtain obstacles that crosses its path in urban playground.|
Qashqai had to replace a vacuum left in Nissans business by the withdrawal of the Almera from the high volume and profitable C-segment. It was an opportunity for Nissan to revive its declining business and add some clarity to its weakening brand. However, with only 2% market share, Nissan had to ensure that Qashqai had an impact on a category with established icons like the VW Golf, despite a relatively odd name, pricing above the segment leaders and approximately 50% less marketing spend than them.
The campaign needed to drive awareness of, and interest in, the new Nissan Qashqai, generate sales of 93,000 units across 21 European markets (at a conquest rate of 70%) during the first year of launch, create a positive impact on Nissan brand opinion, attract new younger consumers that Nissan had never connected with before and avoid cannibalization of X-trail Nissans authentic 4x4 in the C segment.
Targeted at 25-35 year old males, who enjoy taking on the tough challenges cities throw at them, the campaign was divided into two phases with different objectives; a pre-launch phase to build awareness of the name Qashqai with a younger audience with whom Nissan had no relationship and a second phase to build a clear positioning for Qashqai.
The strategic idea was Urbanproof. An idea linked to both the products toughness and style and the targets attitude of wanting to take-on the city, which allowed Qashqai to distance itself from the off-roader X-Trail.
Phase 1 introduced a new sport - Qashqai Car Games - with stunts performed by Qashqai across five viral films. Phase 2 featured Qashqai being used as a giant skateboard in a TV ad or remaining unscratched whilst being attacked by graffiti in print
In only two months, Qashqai became the top selling model for Nissan in Europe without cannibalizing X-trail sales, attracting younger buyers and positively impacting Nissans brand image. The campaign reinvigorated interest in the Nissan brand - 93% of visitors to dealerships said they came to see the new Qashqai.
|Media Type||Television & Cinema|
|Production Company||The Gang Films|
|Creative Director||Chris Garbutt|
|Art Director||Björn Rühmann|
|Art Director||joakim reveman|
|Account Supervisor||Guillaume Chupeau|
|Account Supervisor||Angie Shin|
|Agency Producer||Maxime Boiron|
|Agency Producer||Christian Delhaye|
|Executive Creative Director||Erik Vervroegen|
|Account Planner||Filippo Dell Osso|
|Account Planner||Melanie Huggins|
|Strategic Planner||Alexandre Richard|
Lindsay Herbert's first book 'Digital Transformation: Build your...
I'm a creative director with a decade's experience working with s...
# +18 years track record in Communication strategy, PR, Social Me...
Alberto Lopes is Commercial Director and Partner of Vetor Zero si...
Blue has over 10 years of experience in advertising. Blue was sel...
Jake is a Creative Director with over 15 years of comprehensive e...
Benjamin has been at BETC since june 2005. He works on high profi...