Björn Rühmann
Director at Blink London
London, 英国
标题Skateboard
广告公司
广告战役 Urbanproof - Nissan
广告主 Nissan Motor Corp.
品牌 Nissan
Posted12月 2007
产品 Qashqai
行业领域 四轮驱动,SUV(运动型多功能车)
剧情简介 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.
媒体类别 影视
长度
市场 法国
制作公司
创意总监
文案
美术指导
美术指导
客户主管
客户主管
广告公司制片
广告公司制片
导演
执行创意总监
客户企划
客户企划
战略企划

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