Best practice from OMD International.
The challenge: punch above our weight.
Nissan are a small market player with a relatively weak brand image. We needed to build on the launch of the new Nissan X-Trail in July 2007 to sustain awareness and demonstrate how it’s ‘All Mode 4x4i’ technology delivers safety and control in the toughest environments.
Insights: a clear road into the ski resorts
The X-Trail target audience is passionate about the Mountains. Outdoor media could provide us with a route to connect with them across multiple countries in Winter 07-08 - and it was still an environment that competitors were not using to any effect.
It presented a great opportunity to dominate a single medium for maximum effectiveness
Strategy: focus, domination, integration
OMD International only negotiated with ski resorts prepared to become Nissan partners and move beyond traditional media conventions. We used media as a platform to showcase advertising and signpost brand experiences.
Execution: adding value to the consumer ski experience
Media dominated “hubs” within resorts, where we could guarantee dwell time and multiple creative format exposure.
OMD International created brand experiences including filmed runs and Bluetooth piste guides, delivering unique content to consumers.
Demonstration of effectiveness: beating the market leaders
Bespoke research proved that our integrated approach worked on all levels. Awareness and purchase consideration levels beat Toyota and Land Rover.
Safety and technology came through strongly to the consumer, beating key competitor scores. And by negotiating on a European scale they drove €1.7m of additional value to Nissan.
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