Nissan DM THE ACCIDENTAL TEST DRIVE by TBWA\RAAD Dubai

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THE ACCIDENTAL TEST DRIVE

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Executive Creative Director Milos Ilic
Creative Director Malek Atassi
Copywriter Janelle Erickson
Producer Zara Quiroga
Account Supervisor Sharmeely Brito
Released August 2010

Awards

Dubai Lynx 2011
Direct Alternative Media Gold
Media Use of Media Use of Special Events And Stunt/Live Advertising Gold
Direct Product/Service Consumer Products & Services Silver
Promo & Activation New Product Launch/Re-launch Bronze

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: NISSAN PATROL
Product/Service: AUTOMOBILE
Agency: TBWA\RAAD
Date of First Appearance: Feb 11 2011
Entrant Company: TBWA\RAAD, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Milos Ilic (TBWA\RAAD)
Creative Director: Malek Atassi (TBWA\RAAD)
Senior Art Director: Hesham Ezzat (TBWA\RAAD)
Senior Copywriter: Bassam Doss (TBWA\RAAD)
Copywriter: Janelle Erickson (TBWA\RAAD)
Account Supervisor: Sharmeely Brito (TBWA\RAAD)
Producer: Zara Quiroga (TBWA\RAAD)
Media placement: Ambient Campaign - 20 Venues - Parking Lots In Dubai - 11 February 2011
Describe the brief/objective of the direct campaign.
Nissan Patrol hasn't changed its design in several years. It wasn't seen as luxurious ␣ just a sturdy off-road vehicle. But the new design is much more luxurious than any other SUV in its class, while still maintaining its off-road roots.
Nissan research has shown that current SUV owners are more likely to buy a new SUV than non-SUV owners.
And from Arabian Automobiles' past experience, test drives are the best way to drive sales.
We knew that if we could get other SUV owners into the vehicle, it would do more than any print ad or sales brochure could.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We 'forced' other SUV owners to test drive the new Patrol. On different days at different parking lots in Dubai, we blocked other SUVs by parking the new Patrol behind them. Then we left a note requesting them to move the vehicle. Once inside, they started the vehicle and a CD automatically played a special message. The message apologized for the inconvenience, explained the features and invited them to sign up for a real test drive.
Explain why the creative execution was relevant to the product or service.
We knew we had to target other SUV owners. We knew where to find them. And we knew that a test drive was all it needed to put the new Nissan Patrol into their consideration set. Having shooting permits and police permissions also helped. (And as far as we know, it's never been done before.)
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
At the end of the message, drivers were offered a CD that contained Patrol brochures and videos.
After their mini test drive, we invited them to sign up for a longer test drive. On average, 7 out of 10 respondents did, including drivers of Toyotas, Jeeps and even Range Rovers who are known to never consider a Patrol. (This doesn't include the woman who called the police or the angry man who beeped the horn for 10 red-faced minutes.)
We'll be repeating the stunt over more weekends until the end of June, to amortize costs and maximize the investment.