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ANDY Awards

Creative Award
New York, United States
Nissan - "4WD redefined" by ANDY Awards 2008

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Title4WD redefined
Agency
Campaign Urbanproof - Nissan
Advertiser Nissan Motor Corp.
Brand Nissan
PostedJuly 2008
Product Qashqai
Business Sector Four Wheel Drive, SUV(Sports Utility Vehicle)
Tagline The 4WD Redefined
Story 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.
Media Type Print
AI Description The advertisement for the Nissan Qashqai prominently features the vehicle positioned against an urban backdrop illustrated with a lively graffiti design on a brick wall. This graffiti includes a road with various elements like stop signs and construction barriers, symbolizing urban challenges. The sleek, modern design of the Qashqai stands out sharply against this artistic depiction, emphasizing its "Urbanproof" nature. The text highlights the vehicle's ALL MODE 4WD technology, promoting its superior handling and resilience in urban settings. The visual style is modern, echoing the themes of robustness and adventure typical of city life.
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