标题 | Skateboard |
广告公司 | TBWA\G1 |
广告战役 | Urbanproof - Nissan |
广告主 | Nissan Motor Corp. |
品牌 | Nissan |
Posted | 12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 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. |
媒体类别 | 影视 |
长度 | |
市场 | 法国 |
制作公司 | The Gang Films |
创意总监 | Chris Garbutt |
文案 | Xander Smith |
美术指导 | Björn Rühmann |
美术指导 | joakim reveman |
客户主管 | Guillaume Chupeau |
客户主管 | Angie Shin |
广告公司制片 | Maxime Boiron |
广告公司制片 | Christian Delhaye |
导演 | Joaquin Baca-Asay |
执行创意总监 | Erik Vervroegen |
客户企划 | Filippo Dell Osso |
客户企划 | Melanie Huggins |
战略企划 | Alexandre Richard |