Titulo | Skateboard |
Agência | TBWA\G1 |
Campanha | Urbanproof - Nissan |
Anunciante | Nissan Motor Corp. |
Marca | Nissan |
Posted | Dezembro 2007 |
Produto | Qashqai |
Sector Empresarial | Automóveis 4x4 |
História | 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 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. |
Tipo de Mídia | Televisão e Cinema |
Comprimento | |
Mercado | França |
Produtora | The Gang Films |
Director criativo | Chris Garbutt |
Redator | Xander Smith |
Director de arte | Björn Rühmann |
Director de arte | joakim reveman |
Supervisor de conta | Guillaume Chupeau |
Supervisor de conta | Angie Shin |
Produtor da agência | Maxime Boiron |
Produtor da agência | Christian Delhaye |
Realizador | Joaquin Baca-Asay |
Director executivo criativo | Erik Vervroegen |
Planeador | Filippo Dell Osso |
Planeador | Melanie Huggins |
Planeador estratégico | Alexandre Richard |