Nissan - "Skateboard"

TBWA\G1

TBWA\G1 Boulogne-Billancourt, Francia

Premios

12097

Marca: Nissan
País: Francia

Anunciante: Nissan Motor Corp.

Título	Skateboard
Agencia	TBWA\G1
Campaña	Urbanproof - Nissan
Anunciante	Nissan Motor Corp.
Marca	Nissan
Posted	Diciembre 2007
Producto	Qashqai
Sector Empresarial	4x4
Sinopsis	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.
Medio	Televisión y Cine
Duración	60 seconds
Mercado	Francia
Productora	The Gang Films
Director creativo	Chris Garbutt
Responsable de conceptos / redactor	Xander Smith
Director artístico	Björn Rühmann
Director artístico	joakim reveman
Jefe de cuentas	Guillaume Chupeau
Jefe de cuentas	Angie Shin
Productor de la agencia	Maxime Boiron
Productor de la agencia	Christian Delhaye
Realizador	Joaquin Baca-Asay
Director ejecutivo de creación	Erik Vervroegen
Planificador de cuentas	Filippo Dell Osso
Planificador de cuentas	Melanie Huggins
Planificador estratégico	Alexandre Richard