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NISSAN

QASHQAI 

& X-TRAIL

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.

Nissan qashqai – why it’s an award-winner

The Nissan Qashqai is a genuine game-changer, helping spark the surge in popularity of small SUVs – and it continues to be one of the very best cars in its class. Autocar’s sister brand What Car? awarded the Qashqai a maximum five-star score when it reviewed the machine – and has named it the best small SUV for the past three years in its awards. So, what makes the Qashqai so deserving of that string of honours? There are plenty of reasons, and to highlight them Nissan asked What Car? to make a video explaining how they reached their conclusions – and funded its creation.

Nissan x-trail – How it keeps you in control

The Nissan X­Trail is a spacious, feature-­packed SUV with space for up to seven seats. Given it’s name, you might expect it to be engineered purely for muddy country roads – especially if you opt for a model that features Nissan’s intelligent All­Mode 4×4­i system. But there’s far more to the X­Trail than that: it’s equally at home negotiating city streets or putting in big motorway miles. The All­Mode 4×4­i works with a range of other intelligent driver­assistance features to make your drive safer and more enjoyable. To show how it works, we put the X­Trail through a series of challenges.

Nissan x-trail 7-day test – room for the family

Alison Williams has two grown-up children, including one at university. That means lots of long-haul trips carrying her kids and their kid. When Nissan offered Autocar readers the chance to try a Nissan X-Trail for an extended test drive, Alison was keen to find out if the large SUV would fit her needs. Alison recorded her experiences for this video.

Nissan x-trail 7-day test – impressive quality and drive

Autocar reader Zach admits that he’d never considered buying a large SUV – until he spent a week with the X-Trail. Zach was one of a number of Autocar readers given the chance to try an X-Trail for a week as part of a Nissan promotion. He was asked to keep a video diary of his experiences – which proved different to his expectations.

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.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total Creative Output:

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

COMPELLING VIDEOS

Peer-to-peer advocacy from real-world ‘people like me’ to draw in audiences.

ROOTED IN INSIGHT

Extensive pre-campaign research to dictate key features and audiences.

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PROMOTED STORIES

Native news content on What Car? And Autocar, with embedded video links.

'Always On' APPROACH

16 newsletters reaching 250,000 What Car? and Autocar readers

SEE MORE PROJECTS

Let's talk

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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.

haymarketstudio@haymarket.com

Where to find us?
69 London Road
Twickenham
TW1 3SP

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