Nissan - "Skateboard"

TBWA\G1

TBWA\G1 Boulogne-Billancourt, France

Премии

12093

Бренд: Nissan
Страна: France

Рекламодатель: Nissan Motor Corp.

Заголовок	Skateboard
Агентство	TBWA\G1
Кампания	Urbanproof - Nissan
Рекламодатель	Nissan Motor Corp.
Бренд	Nissan
Posted	Декабрь 2007
Продукт	Qashqai
Бизнес сектор	Полный привод, SUV (полноприводной внедорожник)
История	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.
Тип медиа	Телевидение и кино
Длина	60 seconds
Рынок	France
Продакшн Студия	The Gang Films
Креативный директор	Chris Garbutt
Копирайтер	Xander Smith
Арт-директор	Björn Rühmann
Арт-директор	joakim reveman
Руководитель группы по связям с рекламодателями	Guillaume Chupeau
Руководитель группы по связям с рекламодателями	Angie Shin
Продюсер агентства	Maxime Boiron
Продюсер агентства	Christian Delhaye
Директор	Joaquin Baca-Asay
Исполнительный креативный директор	Erik Vervroegen
Планировщик счета	Filippo Dell Osso
Планировщик счета	Melanie Huggins
Стратегический планировщик	Alexandre Richard