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ANDY Awards

Creative Award
New York, United States
Nissan - "Free Style Final" by ANDY Awards 2008

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TitleFree Style Final
Agency
Campaign Urbanproof - Nissan
Advertiser Nissan Motor Corp.
Brand Nissan
PostedOctober 2007
Product Qashqai
Business Sector Four Wheel Drive, SUV(Sports Utility Vehicle)
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 Web Film
Length
More Information www.qashqaicargames.com
AI Description The advertisement centers around the Nissan Qashqai participating in a vibrant, competitive car event dubbed the Qashqai Car Games. Set in an urban environment filled with excited spectators, the ad features thrilling stunts and races. The dramatic portrayal includes a mix of serious racers and comedic scenes, indicating both style and humor. The background soundtrack and announcers emphasize the speed and agility of the car, making the action feel lively and intense. Enthusiastic fans and catchy announcer phrases add to the ad's engaging energy, enhancing the commercial's urban and youthful appeal. The visual and audio elements combine to highlight the adventurous, innovative spirit of the Nissan brand and the Qashqai model.
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