TBWA\London is set to doodle all over London’s key entertainment listings pages to support its ‘Urbanproof’ campaign for Nissan Qashqai.
Breaking next week and running throughout March, London’s Metro and Time Out will feature free hand drawings by TBWA\London Art Director Marie Voss, embellishing images of the Nissan Qashqai with doodles to celebrate individual product features, building on the car’s ‘Urbanproof’ positioning in an innovative, fun and realistic way.
Unlike most press ads for cars, which usually show big glossy full page or double page ads with standard information about the vehicle and its features, the doodles aim to complement rather than interrupt the editorial environment through its use of playful humour, whilst still achieving standout.
TBWA\London felt this creative approach would be more impactful when targeting the Nissan Qashqai’s core audience who prefer not to be disturbed by advertising and who revel in the urban jungle as a challenging playground.
Each of the four double page executions tells a different product story about its handling ability, design or technology.
The ‘biro’ illustrations are centred on a shot of the car embedded in editorial, while the main body copy of the ad in the bottom right hand corner of the page is handwritten to add to the authenticity of the doodle.
Nissan Advertising and Promotions Manager, David Jackson, said: “Having introduced the ‘Urban Crossover’ category to the automotive market, 18 months on, the tough and stylish Qashqai continues to dominate the category it created.
“We are incredibly excited about the 2008 campaign, which promises to be a bigger, bolder and more widely targeted campaign, which we hope will make the Qashqai’s unique appeal truly contagious.”
TBWA\London Art Director, Marie Voss, added “We wanted to capture how the Nissan Qashqai fits seamlessly into urban life and helps you get the most out of city living.
“Everyone loves to doodle, and so in using this unconventional creative and media placement, we hope to add to the reader’s enjoyment of the publication. The perfect result for me would be if people felt inspired to continue my doodles!”