URBANPROOF. MASTERED by OMD Paris for Nissan

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URBANPROOF. MASTERED

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Industry Cars
Media Promo & PR, Case study
Market France
Agency OMD Paris
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NISSAN
Product/Service: QASHQAI
Date of First Appearance: Mar 9 2010 12:00AM
Entrant Company: OMD FRANCE, Boulogne-Billancourt, FRANCE
Managing Director: Fernando Da Costa (OMD)
Account Director: Benjamin Grumbach (OMD)
Media placement: TV - All Channels - March 2010
Media placement: Web - Portals - March 2010
Media placement: OOH - Metro Covering And Billboards - March 2010

Results and Effectiveness
- Media explosion on the first day of the campaign to such an extent that 3 out of 10 Google results on Nissan Qashqai concerned the campaign - 40% of videos streamed across the net were viewed entirely - up to 8.2% of click rates on event formats - +139% orders in March vs. January

Creative Execution
Make extended use of the 'paintball' creative concept, across TV, web, OOH in metro, train stations, in the streets and even on other advertisers' outdoor panels! Acceleration of the Qashqai myth via a teaser campaign, around the advertising saga, across TV and Internet. Advertising explosion on revelation day, with 11,000 large format billboards, including 'story billboard' scroll downs, ‘splashing’ Spontex and PlayStation along with side-to-side formats based on same concept. Dominating media presence in the metro with 5 huge unformatted platforms across Line 9, where stations were ‘splashed’ and a ghost metro station was rehabilitated into a Qashqai showroom! Free dailies distributed in the metro, Direct Matin and Direct Soir had their covers splashed. On the web internautes could splash the car, which jumped out of homepages of MSN, Yahoo!, Orange and more. Full covering of the agency facade with a same-day launch party on the premises!

Insights, Strategy & the Idea
Launched in 2007, Qashqai is the key success in the Nissan range. In launching a new restyled Qashqai, Nissan wants to maintain Qashqai’s modern and innovative image. Qashqai had to remain the number one pioneering reference in the CROSSOVER category, it was thus essential to reinvent the Urbanproof concept; Events and buzz/hype creation will contribute to ‘rejuvenation’ the model as a new launch: URBANPROOF. MASTERED