Nissan Promo, Case study DAMNED PONIES by Giusti, Lew'Lara\TBWA Sao Paulo

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DAMNED PONIES

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Mariana Sa, Luciano Lincoln
Art Director Max Geraldo
Copywriter Cesar Herszkowicz
Account Supervisor Fabricio Takahashi
Released July 2011

Credits & Description

Category: Automotive and Transport
Advertiser: NISSAN
Product/Service: NISSAN FRONTIER
Agency: LEW'LARA\TBWA
Agency: GIUSTI COMUNICAÇÃO
Chief Creative Officer: Jaques Lewkowicz (Lew'lara / TBWA)
Creative Vice-President: Manir Fadel (Lew'lara / TBWA)
Creative Director: Mariana Sá (Lew'lara / TBWA)
Creative Director: Luciano Lincoln (Lew'lara / TBWA)
Copywriter: Cesar Herszkowicz (Lew'lara / TBWA)
Art Director: Max Geraldo (Lew'lara / TBWA)
Online Copywriter: André Barreiros (Lew'lara / TBWA)
Online Art Director: Isabel Zynes (Lew'lara / TBWA)
Media Director: Luiz Ritton (Lew'lara / TBWA)
Account Manager: Alexandre Baroni (Lew'lara / TBWA)
Account Supervisor: Fabricio Takahashi (Lew'lara / TBWA)
Planning General Director: Renata D´avila (Lew'lara / TBWA)
Planning Manager: Felipe Senise (Lew'lara / TBWA)
Rtvc Director: Mayra De Lutiis (Lew'lara / TBWA)
Film Producer: Regina Shnaider (Lew'lara / TBWA)
Film Director: Marlon Klug (Fantástica Filmes)
Audio Producer: Equipe Satélite (Satélite Audio)
Media placement: Newspapaer - Estado, Folha SP, Globo - 29/07/2011
Media placement: Digital PR - Exame.com; Folhasp.com; - 29/7/2011

Summary of the Campaign

Nissan was a little-known brand in the Brazilian auto market, despite the recognised quality of their cars. Therefore the brand needed a campaign to generate awareness. The objective was to make the consumer consider the brand when deciding to buy a new car. This also needed to be done for the Nissan Frontier.

The Nissan Frontier has the strongest engine in its class, offering more power than its competitors. To communicate this differentiating feature, we created an integrated campaign comparing the engines in an ironic way, by saying that the Nissan Frontier has plenty of horses in its engine while the competition only has ponies. And no one wants an engine with wimpy ponies - that would be a curse.

The campaign was launched with a TV commercial. At the same time, a version was posted on the internet containing a bonus scene that encouraged people to send the video to their friends, creating a chain.

After 5 days on the air, there had been over 3.5m views on YouTube. This number has since reached more than 14m views, from people all over the world.

The Situation
Nissan was a little-known brand in the Brazilian auto market, despite the quality of their cars. Therefore the brand needed a campaign to generate awareness.

The Goal
The campaign’s goal was to make the consumer consider Nissan when deciding to buy a new car. This also needed to be done for the Nissan Frontier and its target audience: men over 35, middle and upper class, who were looking for a robust car for work; most of these men live on the countryside.

The Strategy

The Nissan Frontier has the strongest engine in its class, offering more power than its competitors. The strategy was to have a comparison campaign to make the consumer realise the advantages of the Nissan Frontier.

Execution
We decide to communicate the new campaign in automotive specialised journals, daily and advertisement trade and in the event that at the launch event of the new frontier for the journalists. The strategy also achieve the social media, including the agency and clients web site, fan page, YouTube channel.

Documented Results
After 5 days on the air, there had been over 3.5m views on YouTube. This number has since reached more than 14m views, from people all over the world. It was the video with the most views in the world in August 2011. And the ninth most shared ad in the world last year. The expression 'damned ponies' was on Twitter’s worldwide trending topics for 4 days. And it was on trending topics Brazil for 6 days. 'Damned ponies' generated more than 2,000 parodies and spontaneous videos from the public and media, totalling over 12m views. Also, hundreds of articles were published in several countries. On Facebook, an application allowed people to create their own curses and send them to their friends. Over 33,000 curses were created. The Nissan fan page jumped from 2,000 to 70,000 fans.