Nissan: Built to Your Beat

Bhaskar Bateja, Jennifer Fischer, Rafael Lavor

Nissan, an automotive brand, launched a campaign in MENA to grow Kicks' segment share, gain at least 217k clicks and 13m views, and improve key imagery associations by 25%.

Campaign details

Brand: Nissan Brand owner: Nissan Entrant company: TBWA\RAADIdea creation: TBWA/RAAD Dubai Market: United Arab Emirates Sector: SUVs, 4x4s Media channels: Online display, Online video, Radio & audio Budget: Up to 500k

Executive summary

The Gen Z were not interested in conventional communications, yet brands keep trying to connect with this elusive audience using traditional advertising. While launching the new Kicks, a small SUV, Nissan needed to enhance its relevance with this younger target.

The challenge for Nissan was how best to engage...

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