LONDON: Nissan has won the 2018 WARC Prize for MENA Strategy thanks to a campaign by TBWA\RAAD promoting the desert performance of the automaker’s SUV range.

Now in its second year, the WARC Prize for MENA Strategy rewards the best strategic thinking from the region’s marketing industry with a $10,000 prize fund distributed between the Grand Prix and three Special Awards recognising specific areas of excellence.

With the Grand-Prix winning Camelpower, Nissan created a new metric to measure the off-road performance of its SUVs and compare it with its competitors.

In this way, it was able to demonstrate why it was the best choice for “dune bashing” in the region, while the resulting earned media boosted brand metrics and drove sales. Nissan’s campaign also won the Research Excellence Award.

Nissan and TBWA\RAAD also picked up the Brand Rebel Award with #SheDrives, which took advantage of a royal decree granting women the right to drive in Saudi Arabia.

While the majority of women in Saudi wanted to apply for their licence and drive, only a minority of men were willing to support them, so Nissan focused on social media and video formats to encourage Saudi men to show their support. The campaign beat excellence benchmarks in retention and engagement, and generated more than $2.1 million in earned media.

The Local Hero Award went to a campaign by FP7/BEY for Lebanon’s Byblos Bank that tapped into the fact there are five times more Lebanese living abroad than in Lebanon itself – and more than 50% of them want to move back home to Lebanon one day.

There’s no home like home targeted these expats with an integrated content campaign to promote its Expat Housing Loans. Loan applications increased by 60% as a result and market share rose by 30%.

In addition to the Grand Prix and Special Awards, the judges, chaired by Wasim Basir – Director, Integrated Marketing Communications, Coca-Cola MENA, awarded three Golds, five Silvers and six Bronzes. The full list of winners can be viewed on the Prize website where WARC subscribers can read the winning papers in full.

Jury member Laura Chaibi, Head of Digital Research, MBC, described WARC’s MENA strategy awards as “an excellent vehicle to uncover, showcase and celebrate, authentic, local insight-driven, communication strategies with impact.

“We have seen an array of communications putting consumer truths at the heart of business as well as forays into new technologies to deliver innovative and contemporary communications with bottom-line business impact.”

Sourced from WARC