Nissan - "Zero eco tax increase" by ANDY Awards 2008
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Nissan - "Zero eco tax increase"
- Brand: Nissan
- Country: France
- Advertiser: Nissan Motor Corp.
| Title | Zero eco tax increase |
| Title (original language) | Zéro Malus écologique |
| Agency | TBWA\G1 |
| Campaign | Urbanproof - Nissan |
| Advertiser | Nissan Motor Corp. |
| Brand | Nissan |
| Posted | July 2008 |
| Product | Qashqai |
| Business Sector | Four Wheel Drive, SUV(Sports Utility Vehicle) |
| Tagline | Eco Tax = Zero |
| Tagline (original language) | Malus écologique = zéro |
| Story | 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. |
| Media Type | |
| AI Description | The ad features the Nissan Qashqai prominently displayed against a vibrant urban backdrop, characterized by eye-catching graffiti art. The graffiti showcases various animated characters and eclectic designs, indicating the lively and stylish theme of the ad. The vehicle is positioned to emphasize its modern design and rugged capability, appealing to young, urban consumers who enjoy the challenges of city life. The bold text highlights the campaign's focus on zero ecological tax, underlining the eco-friendly aspect of the vehicle. French text is visible, reinforcing the local market focus and theme of sustainability and innovation. |
| Account Planner | Filippo Dell Osso |
| Account Planner | Melanie Huggins |
| Strategic Planner | Alexandre Richard |