Chris Garbutt
Global Chief Creative Officer at TBWA\Worldwide
New York, United States
TitleSkateboard
Agency
Campaign Urbanproof - Nissan
Advertiser Nissan Motor Corp.
Brand Nissan
PostedDecember 2007
Product Qashqai
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.


SUMMARY:

Qashqai had to replace a vacuum left in Nissan’s 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 – Nissan’s 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 product’s toughness and style and the target’s 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 Nissan’s 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
Length
Market France
Production Company
Creative Director
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Art Director
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Account Supervisor
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Agency Producer
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Strategic Planner

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