Nissan Pathfinder: Live the DVD experience

Credits:

Context
• The Pathfinder was the 1st in our region to introduce a backseat DVD feature amongst its segment
• Our challenge was to highlight this option to our core TA, young local and Arab expat families in Saudi Arabia
• We developed a strategy under the concept “Live the DVD experience as if you’re in the car”

Philosophy/Solution
Creative Execution:
• We simulated the DVD experience during the “premier” TV airing of blockbuster Arabic movies
• As the ad break approaches – the screen zooms out of the movie into the DVD screen at the backseat of a Pathfinder
• Similarly as the ad break finishes – the screen zooms into the movie out of the same DVD screen.
• This happened throughout all the ad breaks of the movie

Target Audience:
• As a platform - we sponsored the “premier” movie for 6 weeks on Rotana Cinema – the most highly viewed Arabic movies channel in Saudi Arabia
• In a country were Cinema is not allowed – movies that were aired for the 1st time on TV were the most highly anticipated by young families
• To maximize impact – the idea was applied during the movie promos which aired 5 times everyday.

Results
• Test Drives increased by 30% for the first 10 days vs. same time last year
• DVD option awareness within the test drivers increased from 15% to 70%
• Source: Nissan Middle East

Title "Live the DVD experience"

Agency Optimedia Middle East
City Dubai
Advertiser Nissan Motor Corp.
Brand Name Nissan Pathfinder
Business Sector Four Wheel Drive, SUV(Sports Utility Vehicle)
Date of First Publication N/A
Country of Production United Arab Emirates
Type Case Study
Length 140 seconds
Awards Mena Cristal Awards, 2009 (Cristal) for Advertisers - Automotive Industry