Nissan Ambient, Case study Nissan: Be The News by Lew'Lara\TBWA Sao Paulo

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Nissan: Be The News

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Industry Cars, Newspapers
Media Ambient, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Released June 2009


Cannes Lions 2009
Media - Gold

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Newspapers
Advertiser/Client: NISSAN
Product/Service: NISSAN
Entrant Company: LEW'LARA\TBWA Sao Paulo, BRAZIL
Advertising Agency: LEW'LARA\TBWA Sao Paulo, BRAZIL
Creative Credits
Name Company Position
Jaques Lewkowicz Lew´Lara/TBWA Creative Director
André Laurentino Lew´Lara/TBWA Creative Director
Luciano Lincoln Lew´Lara/TBWA Creative Director
Manir Fadel Lew´Lara/TBWA Creative Director
João Braga Lew´Lara/TBWA Writer
Carlos Nunes Lew´Lara/TBWA Art Director
Luiz Ritton Lew´Lara/TBWA Media VP
Rodrigo Simões Lew´Lara/TBWA Media Director
Clara Corrales Lew´Lara/TBWA Media Planner
Herbert Gomes Lew´Lara/TBWA Media Director
Results and Effectiveness:
We had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets. We doubled Brand Familiarity. Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals.People showed it to friends and family and will keep it with them for years to come.
Creative Execution:
For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories. On the newspaper’s website, they could write their headlines and upload their photos. The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves.
Insights, Strategy and the Idea:
Nissan arrived late in Brazil and is still a small player there. We had to jump-start the brand’s relationship with Brazilian drivers and introduce the worldwide brand belief: SHIFT. For that we chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. Our idea was to shift the way people relate to newspapers, making them be the news, instead of reading it and making them keep the paper instead of throwing it away.