Nissan Middle East: From global sponsorship to local opportunity

Ali Marashi

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Campaign details

Brand: Nissan Middle EastBrand Owner: Nissan Motor CompanyLead Agency: TBWA\RAAD, DubaiContributing Agencies: Nissan United, New YorkCountry: United Arab EmiratesIndustries: Automakers & marquesMedia Channels: Content marketing, Events & experiential, Online video, Social media, Sponsorship - sports, Television 

Executive summary

In a declining market Nissan Middle East, a car brand that always communicated "Arabs-First", wasn't retaining Asian Expats. A rare opportunity changed everything when Nissan globally signed on to sponsor the International Cricket Council (ICC) World T20 Tournament and asked our local agency to not...

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