Nissan Promo #IWANTMYGREATCAR by Lew'Lara\TBWA Sao Paulo

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Industry Cars
Media Promo & PR
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Chief Creative Officer Marco Versolato, Jaques Lewkowicz
Creative Director Felipe Luchi
Art Director Felipe Luchi, Isabel Zynes
Released November 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: NISSAN
Product/Service: TIIDA
Date of First Appearance: Nov 19 2010
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Entry URL:
CCO: Jaques Lewkowicz (Lew´Lara\TBWA)
Excutive Creative Director: Manir Fadel (Lew´Lara\TBWA)
Excutive Creative Director: Luciano Lincoln (Lew´Lara\TBWA)
Art director / creative Director: Felipe Luchi (Lew´Lara\TBWA)
writer: Manir Fadel (Lew´Lara\TBWA)
Art director: Isabel Zynes (Lew´Lara\TBWA)
Writer: Natalia Mamede (Lew´Lara\TBWA)
Account Manager: Fernanda Menge (ID\TBWA)
Media VP: Luiz Ritton (Lew´Lara\TBWA)
Media Director: Eduardo Shinohara (Lew´Lara\TBWA)
Media Manager: Suellen Kiss (Lew´Lara\TBWA)
Account Director: Alexandre Baroni (Lew´Lara\TBWA)
Account Maanger: Fabrico Takahashi (Lew´Lara\TBWA)
Media VP: Igor Puga (ID\TBWA)
Creative VP: Domenico Massaretto (ID\TBWA)
Creative VP: Andre Laurentino
Media placement: Social Media - Facebook - 19, November, 20101
Media placement: Social Media - Twitter - 19, November, 20101
Media placement: Magazine - Isto É - 25, August, 2010
Media placement: Online Banner - MSN - 19, November, 20101
Describe the objective of the promotion.
In 2010, Nissan aimed at launching Nissan Tiida Sedan and increasing the sales of Nissan Tiida Hatch.
Our mission was to make the cars well known, print an innovative image to the product and sell them in an innovative way.
Describe how the promotion developed from concept to implementation.
Our target was consumers that already desire a Nissan and those who never thought about having a Nissan. We created a promotion where consumers could pay for the car with "like it" on facebook and retweets on Twitter.
The first who reached 44.500 retweets paid for his Tiida Hatch. The first who reached 44.500 "Like it" on facebook picture with the campaign ad, paid for his Tiida Sedan.
Explain why the method of promotion was most relevant to the product or service.
This inovative way of selling cars, out of the dealership, made Nissan the first company to make a promotion where the consumer pays for the car using social media. Internet users themselves promoted the campaign and the promotion. Nissan was innovative even on the way they sell cars.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Bigtime celebrities on Twitter and Facebook participated or commented abour the campaign.
The hashtag "#Iwantmygreatcar" and the word "Nissan" were top tags on Twitter for more than two weeks.
More than 500.000 people interacted. And other thousands were reached in different ways, such as print media.