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Nissan Xtrail and Qashqai 2017 partnership

Challenge

Boost interest and fast-track consideration in the Nissan X-Trail and Qashqai when these key volume drivers were mid life-cycle and under siege by new rivals in their segments. In particular, we had to re-affirm Qashqai’s position as the market-leading crossover SUV.

 

Challenge

Boost interest and fast-track consideration in the Nissan X-Trail and Qashqai when these key volume drivers were mid life-cycle and under siege by new rivals in their segments. In particular, we had to re-affirm Qashqai’s position as the market-leading crossover SUV.

 

Idea

Our campaign – nicknamed ‘Nissan Think’ – was designed to fill the gap between brand-led awareness and tactical price-led communications, with storytelling that leveraged all areas of possible influence and delivered appealing, engaging content that felt more ‘natural’.

As the Nissan Qashqai got a five-star review in What Car?, we got the magazine’s editorial team to deliver expert opinion about the car’s strengths, while presenter-led product tours brought key features and key purchase drivers to life.

We also got existing Qashqai and X-Trail owners to tell us about the features they love in their cars, while four conquest drivers got the chance to live with the Qashqai and X-Trail for a week, recording their experiences in a series of short films.

The result was an extended six-month ‘always on’ campaign of constantly refreshed narrative, underpinned by a highly targeted media activation plan – with over 30 customer audience types – while also targeting Haymarket Automotive’s email subscribers and social media channels.

 

Idea

Our campaign – nicknamed ‘Nissan Think’ – was designed to fill the gap between brand-led awareness and tactical price-led communications, with storytelling that leveraged all areas of possible influence and delivered appealing, engaging content that felt more ‘natural’.

As the Nissan Qashqai got a five-star review in What Car?, we got the magazine’s editorial team to deliver expert opinion about the car’s strengths, while presenter-led product tours brought key features and key purchase drivers to life.

We also got existing Qashqai and X-Trail owners to tell us about the features they love in their cars, while four conquest drivers got the chance to live with the Qashqai and X-Trail for a week, recording their experiences in a series of short films.

The result was an extended six-month ‘always on’ campaign of constantly refreshed narrative, underpinned by a highly targeted media activation plan – with over 30 customer audience types – while also targeting Haymarket Automotive’s email subscribers and social media channels.

 

Outcome

Nissan Qashqai – full of tech that keeps you safe

The Nissan Qashqai has won the best small SUV prize in the What Car? Car of the Year Awards for the last three years. That’s because it’s a spacious, efficient machine that’s full of features designed to make it an ideal family car. It’s also seriously safe.

Why the Nissan Qashqai is a five ­star car

The Nissan Qashqai helped start the trend for small SUVs when it was launched in 2007, and the latest version of the versatile car continues to lead the way in the class. That’s why What Car? awarded the second­ generation Qashqai the maximum score of five stars in its road test, and named it the best small SUV in the What Car? Awards for the past three years in a row.

Nissan X­Trail –­ with All­Mode 4x4­i to keep you in control

The Nissan X-­Trail seven-­seat SUV is brimming with technology and driver assistance features intended to make driving it a breeze. To demonstrate how it works, we put the X-­Trail through a series of challenges.

Nissan X­Trail – the family SUV that’s ready for anything

The Nissan X­Trail has been designed to stand out in the crowded SUV market through sheer versatility. It’s a feature­packed SUV that combines practicality and space with a range of technology options, so it can be customised to your family’s needs..

Nissan X-Trail 7-day test – an abundance of space

The Nissan X-Trail is a big SUV designed with space and versatility in mind, in order to make an ideal family car. Alison Williams and her husband have two grown children, and value a car with plenty of extra space. Alison is in the market for a new car, and was quick to volunteer when Nissan offered a number of What Car? readers the chance to try an X-Trail for a week. She was asked to keep a video diary of her experiences.

Nissan Qashqai 7-day test – an ideal mobile office?

John Jenkins has a job that involves spending up to nine hours a day on the road. He’s currently considering a new car, and was keen to evaluate how a Nissan Qashqai would fit into his daily life. As part of a promotion with Nissan, What Car? handed John the keys to a Qashqai for a week, and asked him to record his experiences for a video diary. To find out what he thought of the Qashqai’s comfort and technology.

NISSAN QASHQAI – FULL OF TECH THAT KEEPS YOU SAFE

The Nissan Qashqai has won the best small SUV prize in the What Car? Car of the Year Awards for the last three years. That’s because it’s a spacious, efficient machine that’s full of features designed to make it an ideal family car. It’s also seriously safe.

WHY THE NISSAN QASHQAI IS A FIVE ­STAR CAR

The Nissan Qashqai helped start the trend for small SUVs when it was launched in 2007, and the latest version of the versatile car continues to lead the way in the class. That’s why What Car? awarded the second­ generation Qashqai the maximum score of five stars in its road test, and named it the best small SUV in the What Car? Awards for the past three years in a row.

NISSAN X­TRAIL –­ WITH ALL­MODE 4X4­I TO KEEP YOU IN CONTROL

The Nissan X-­Trail seven-­seat SUV is brimming with technology and driver assistance features intended to make driving it a breeze. To demonstrate how it works, we put the X-­Trail through a series of challenges.

NISSAN X­TRAIL – THE FAMILY SUV THAT’S READY FOR ANYTHING

The Nissan X­Trail has been designed to stand out in the crowded SUV market through sheer versatility. It’s a feature­packed SUV that combines practicality and space with a range of technology options, so it can be customised to your family’s needs..

Nissan X-Trail 7-day test – an abundance of space

The Nissan X-Trail is a big SUV designed with space and versatility in mind, in order to make an ideal family car. Alison Williams and her husband have two grown children, and value a car with plenty of extra space. Alison is in the market for a new car, and was quick to volunteer when Nissan offered a number of What Car? readers the chance to try an X-Trail for a week. She was asked to keep a video diary of her experiences.

NISSAN QASHQAI 7-DAY TEST – AN IDEAL MOBILE OFFICE?

John Jenkins has a job that involves spending up to nine hours a day on the road. He’s currently considering a new car, and was keen to evaluate how a Nissan Qashqai would fit into his daily life. As part of a promotion with Nissan, What Car? handed John the keys to a Qashqai for a week, and asked him to record his experiences for a video diary. To find out what he thought of the Qashqai’s comfort and technology.

Success

An upward trend in all metrics (post-campaign, compared to pre-campaign).

Video view guarantee (for product and ‘living with’ videos) was exceeded by 54% – delivering 65,550 additional views.

39% of those who recalled the campaign took some kind of action – e.g. visiting Nissan website or visiting a dealership.

71% of those who recalled the campaign agreed that Qashqai was a leading crossover.

71% agreed that the Qashqai was a capable SUV – up from 30% and 13% respectively pre-campaign.

Advocacy for X-Trail rose from 23% to 38% amongst those who recalled the campaign, and from 40% to 62% for Qashqai.

Success

An upward trend in all metrics (post-campaign, compared to pre-campaign).

Video view guarantee (for product and ‘living with’ videos) was exceeded by 54% – delivering 65,550 additional views.

39% of those who recalled the campaign took some kind of action – e.g. visiting Nissan website or visiting a dealership.

71% of those who recalled the campaign agreed that Qashqai was a leading crossover.

71% agreed that the Qashqai was a capable SUV – up from 30% and 13% respectively pre-campaign.

Advocacy for X-Trail rose from 23% to 38% amongst those who recalled the campaign, and from 40% to 62% for Qashqai.

Output

8x long-form videos
8x 30-second cutdowns
8x promoted stories
42x rich-media ads
12x standard display ads
16x social post (facebook & Twitter)
8x newsletter posts

Output

8x long-form videos
8x 30-second cutdowns
8x promoted stories
42x rich-media ads
12x standard display ads
16x social post (facebook & Twitter)
8x newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

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