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ANDY Awards

Creative Award
New York, United States
Nissan - "Skateboard" by ANDY Awards 2008

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TitleSkateboard
Agency
Campaign Urbanproof - Nissan
Advertiser Nissan Motor Corp.
Brand Nissan
PostedDecember 2007
Product Qashqai
Business Sector Four Wheel Drive, SUV(Sports Utility Vehicle)
Story 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 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 Television & Cinema
Length
Market France
AI Description The ad introduces the Nissan Qashqai as an urban powerhouse, using dynamic visuals to convey its adaptability and innovation. The setting is a city street where a giant figure uses the vehicle like a skateboard, executing daring maneuvers over urban obstacles. The Qashqai is depicted in motion, showcasing its capability to navigate complex urban environments with agility and style. The ad blends elements of animation with live-action, emphasizing the SUV's robustness and style. The visuals are modern and energetic, aligning with the target demographic of young, adventurous city dwellers.
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