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Camelpower

Camelpower | 日产 | Nissan | 腾迈 | TBWA
下载原始文件 下载原始文件 JPG | 4000x2828px
基本信息
行业: 汽车及相关服务
媒体:影视
投放:阿拉伯联合酋长国
风格: Minimalism
说明cnen
Outcome

Earned media: 2.8M USDPositive sentiment: 93% Average time spent on website: 12.2 minutes, 245% more than any other Nissan Car Launch average.with a 14% lead generation to SUV Desert Lineup Tabs.Camelpower posts reached an engagement rate of 3.87 (more than 2x our SUV competition rate during the campaign period)“Nissan Desert Lineup” Search: +13% on search engines during campaign periodIn only one month, Patrol sales increased 79% over the same period in 2016, and more than doubled over the average of the previous year.Were 34% more likely to recommend Nissan’s SUVs to their friends/family.AwarenessTotal Reach (TV + Social) + 450M peopleSocial Reach: + 350M peopleTotal PR Impression in the GCC: +22MNissan Brand Affinity increased by 6%Were 37% more likely to describe Nissan as an “innovative brand”Were 26% more likely to think that Nissan made the best off-road SUVs.
Synopsis

SUVs are status symbols in cities across the globe, and the Middle East is no exception. However, the big difference here is that desert driving isn’t an option for many; desert racing is common and dune bashing a serious passion. Local enthusiasts take their SUVs to the desert regularly to prove their worth, and that competitive spirit extends to constant and highly subjective debates as to which cars perform best on the dunes. These debates revolve around two cars in particular –Toyota’s Land Cruiser and Nissan’s Patrol. If you ask any young local, Patrol is the undisputed off-road king. But if you asked us, we’d say Nissan - with its portfolio including Navara and Super Safari- has the ultimate desert line-up. Period.And we didn’t want to just say it, but prove it, ending the debate once and for all – by creating the world’s first unit to measure desert performance.
Execution

This wasn’t approached purely as a campaign. We didn’t fake science, but worked along with engineers to create our formula and conduct our experiments meticulously. We vetted the entire process, experimentation and outcome with a governmental unit specialized in standardizing measurement units, Emirates Authority for Standardization & Metrology. To promote the concept, we had to promote the science behind it. The National Geographic documentary helped bring the entire process to life, with formats created for social media, each highlighting a different aspect of the experiment and ultimately leading users to www.camelpower.ae, where they could learn more about the unit, the science, and most importantly – Nissan’s SUVs.As if this wasn’t enough, the Camelpower unit itself became the media itself, pulling people towards Nissan. Our SUVs now had their own platform promoting their off-road performance. The video initiated the trend, and was followed by illustrations, the website and POS.
Strategy

We needed to spread this idea not only on a regional level, but also internationally to be heard. Local channels alone wouldn’t do the job. With a very tight budget, we had just one event with which to make an impact.With a car-savvy audience of off-road marshals, we also needed to be as credible as possible. Proposing such a unit would need strong support from trusted third-party sources, so we partnered with National Geographic and third-party Engineers from the start of development. Our partnership with National Geographic included a media plan rolling out through the month of March 2017 with multiple airings of an 11 minutes video and different one minute cut-downs. The unit would eventually become a communications medium itself, promoting the performance of our SUVs.After the launch event, the above approach would be replicated on different fronts than TV, such as Social, Web, Offline and showrooms.
Relevancy

Camelpower isn’t a new type of car, or an advertising campaign. It’s an automotive breakthrough created for Nissan with global reach and application. Our creative team didn’t work in silos to pump out print ads and storyboards, but with mechanical engineers using applied sciences to give the automotive world something it had been missing until now, an entirely new unit to measure automotive performance. By bringing forward such a unit, through unconventional media such as National Geographic, Nissan also created its own new media, promoting the performance of their SUVs through a brand-new unit, Camelpower.
CampaignDescription

We introduced Camelpower to the world: The first ever unit to measure automotive performance in the desert - acting as a wholly new medium to promote our vehicles.Following the example set by the inventor of horsepower, we developed our unit around a true desert beast, the camel. Just as horsepower was developed with land-based experiments benchmarked against a horse, our sand-based experiments used a camel and followed a similar scientific approach to create a formula and value for Camelpower (dCP). We worked with Nissan engineers and third parties to develop the formula and conducted field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs. There we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric every other car could be measured against.
制作信息
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其他职位:Entrant Company: TBWA\RAAD, Dubai, United Arab Emirates
Media Agency: OMD, Dubai, UNITED ARAB EMIRATES
Associate Creative Director, Alex Pineda, TBWA\RAAD
Senior Digital Designer, Clayton Needham, TBWA\RAAD
Head of Art, Claudio Campisto, TBWA\RAAD
Digital Art Director, Felipe Sona, TBWA\RAAD
Brand Leader, Saad Gharzeddine, TBWA\RAAD
Strategic Planner, Ali Marashi, TBWA\RAAD
Nissan United Global Senior Planner, Elliott Bastien, TBWA\RAAD
‎Digital Account Director, Benjamin Schwartz, TBWA\RAAD
Head of Production, Rouba Asmar, TBWA\RAAD
Executive Producer, Alex El Chami, National Geographic Abu Dhabi
Executive Producer, Rita El Hachem, Stoked Films
Executive Producer, Charbel Aouad, Stoked Films
Engineer, Joseph El Hachem, PDP Energy
奖项
戛纳国际创意节 2018
铜奖 品牌体验与激活
Sectors > Automotive
克里奥奖 2018
银奖 公关
Brand Development
戛纳国际创意节 2017
银奖 媒介应用
Cars & Automotive Products & Services
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