YOGA CHALLENGE by OMD Bangkok for Nissan

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YOGA CHALLENGE

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Industry Cars
Media Promo & PR, Case study
Market Thailand
Agency OMD Bangkok
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NISSAN MOTOR (THAILAND)
Product/Service: TIIDA
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: OMD THAILAND, Bangkok, THAILAND
Entry URL: http://www.adapterproject.com/Tiida/banner3/hb_expand3.html
Senior Vice president - Marketing & Sales: Mr.Prapat Choeychom (Nissan Motor (Thailand))
Genreal Manager - Marketing Communication & Pricing: Mr.Kittichai Charoenchaivanich (Nissan Motor (Thailand))
Manager - Advertising and Event Marketing Division: Mr.Kawiphot Chaiwanitchaya (Nissan Motor (Thailand))
Chief Executive Officer, Thailand: Mr.Clint Easthorpe (OMD Thailand)
Managing Director: Mr.Paul Spencer (OMD Thailand)
Business Director: Ms.Wiriya Worasithisak (OMD Thailand)
Media Planning Director: Ms.Attchara Prasertying (OMD Thailand)
Associate Planning Director: Mr.Purithat Chotiko (OMD Thailand)
Managing Director: Mr.Atawoot Wesaranurak (ADapter)
Head of Planner: Mr.Thasama Jarukumjorn (ADapter)
Senior Account Planner: Mr.Ratanakorn Leelawuthichok (ADapter)
Digital Designer: Mr.Peerayut Kaewpoonsap (ADapter)
Media placement: Digital Media - Expandable Banner - 6 Websites (Autospinn, Manager, Matichon, Mcot, Sanook, Siamsport) - 26 October 2009
Media placement: Digital Media - Standard banner - 10 Websites - Sanook, Manager, Pantip, Autospinn, Google Network, - 1 November 2009
Media placement: Digital Media - Standard banner (cont'd) - Headlighting, Football Network, Google SEM, Facebook.com/Nissan Thailand, - 1 November 2009
Media placement: Digital Media - Standard banner (cont'd) - Twitter.com/Nissan Thailand - 1 November 2009

Results and Effectiveness
We held the ‘Yoga Challenge’ for a month across 4 weekends during which time a total of 45,000 people visited the 56 showrooms in Bangkok. 300% increase as compared the launch of Nissan Tiida! Most importantly, we re-invigorated sales by 63% beating client expectations. This was the client’s first on-line campaign and it proved to be a fantastic success. From a media standpoint we earned 72,655,387 impressions vs. a plan of 42,041,660 Earned 198,965 clicks vs. a plan of 78,000 Earned 218,433 conversions vs. a plan of 98,000

Creative Execution
We ensured the consumer bumped into Nissan Tiida when on line Googling Yoga and searching for a small, spacious car. This engagement directed them to their local dealerships. Consumers also encountered rich media across communal sites. By clicking expandable Yoga banners they would see the Nissan Tiida’s offering was ‘inspired’ by Yoga. Engagement was deepened with Facebook invitations to visit the dealerships with as many ‘Yoga’ friends as you can challenging them to see how many people can actually bend themselves into a Nissan Tiida. Crucially, salesmen would mingle with participants and spectators signing them up for test-drives and marketing collaterals. Winners of our Yoga Challenge went on to win prizes and posted video of their Yoga experience on Facebook.

Insights, Strategy & the Idea
Nissan Tiida is not a new introduction. Sales had been brisk upon launch but the market was now stagnant. We were challenged to rekindle consumer interest and increase sales by 30%. We needed an idea that would gain reconsideration among young urban women aged 25-35 years. A young career woman who wants to upgrade from her first car. She cares about fuel economy and space however neither were being updgraded - Our success depended upon us creating a new kind of buzz. Our break came as the result of focus groups revealing a passion for Yoga. Yoga offered stress relief from living and working in cramped environments. We created The Yoga Challenge to work as a new concept that ‘explained’ the wealth of cabin space in Nissan Tiida. This was revolutionary within the category and would drive people to the car dealerships where they would experience the spaciousness of Nissan Tiida.