Social Connection vs. Personal Connection TBWA\RAAD Dubai para Nissan

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Social Connection vs. Personal Connection

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Sector Coches
Media Publicidad en TV y cine, Digital
Mercado Emiratos Árabes Unidos
Agencia TBWA\RAAD Dubai
Creative Director Sandeep Fernandes, Sumanth Wilkins
Copywriter Vishal Munyal
Publicado marzo 2016


Mena Effie Awards 2015
Automotive Automotive Silver

Creditos y descripciones

Client: Nissan Middle East
Brand Name : Nissan Juke
Agency: TBWA\Raad
Katib Belkhodja, Deputy General Manager – Marketing Department,
Saad Gharzeddine, Group Account Director,
Sandeep Fernandes, Creative Director,
Sumanth Wilkins, Creative Director,
Vishal Munyal, Copywriter,
Ali Marashi, Senior Planner,
Soulaf Tahtah, Account Director,
Elliott Bastien, Senior Planner
Natasha Monteiro, Senior Account Manager
Fadi Awada, Account Manager
Nissan’s striking Juke crossover was faced with an ultimatum: sell, or be discontinued. But often at the center of debates where it’s called the “Joke” or “Puke”, how do you market a car people love to hate? Finding common ground in the region’s debate culture, we shifted the Juke from being the subject of debate, to the instigator – creating a debate platform where we could own the conversation. The campaign halved negative social sentiment. We gained market share by 2.4% to 6%, and sales increased 367%, an all-time high. Saving a car that people love to hate