Nissan X-Trail & Qashqai:
‘Nissan Think’

Challenge

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

Challenge

Boost interest and fast-track consideration in the Nissan X-Trail and Qashqai when both of these key volume drivers were mid lifecycle and under siege by new rivals. In particular, we had to reaffirm the 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 comms, with storytelling that leveraged all areas of possible influence by delivering appealing, engaging content that felt more natural.

As the Nissan Qashqai got a 5-star What Car? review, we got the site’s editors to deliver expert opinion about the car’s strengths, while presenter-led product tours brought key features and purchase drivers to life.

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

The result: an extended six-month ‘always on’ campaign of constantly refreshed narrative, underpinned by targeted media activation – with over 30 customer audience types.

Idea

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

As the Nissan Qashqai got a 5-star What Car? review, we got the site’s editors to deliver expert opinion about the car’s strengths, while presenter-led product tours brought key features and purchase drivers to life.

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

The result: an extended six-month ‘always on’ campaign of constantly refreshed narrative, underpinned by targeted media activation – with over 30 customer audience types.

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 X-Trail – with All-Mode 4×4-I 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 X-Trail – the family SUV that’s ready for anything

The Nissan X-Trail has been designed to stand out in the crowded SUV market through sheer versatility. It’s a feature-packed 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. 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 What Car? readers the chance to try an X-Trail for a week. She kept 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.

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 X-TRAIL – WITH ALL-MODE 4X4-I 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 X-TRAIL – THE FAMILY SUV THAT’S READY FOR ANYTHING

The Nissan X-Trail has been designed to stand out in the crowded SUV market through sheer versatility. It’s a feature-packed 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. 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 What Car? readers the chance to try an X-Trail for a week. She kept 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.

Results

Our ‘Nissan Think’ campaign prompted an upward trend in all metrics. We exceeded our KPIs for video view by 54%, while 39% of users who recalled the campaign took some kind of action – e.g. visiting nissan.co.uk or a dealer.

71% of those who recalled the campaign agreed that the Nissan Qashqai was a leading crossover and a capable SUV – up from 30% and 13% respectively pre-campaign.

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

Results

Our ‘Nissan Think’ campaign prompted an upward trend in all metrics. We exceeded our KPIs for video view by 54%, while 39% of users who recalled the campaign took some kind of action – e.g. visiting nissan.co.uk or a dealer.

71% of those who recalled the campaign agreed that the Nissan Qashqai was a leading crossover and a capable SUV – up from 30% and 13% respectively pre-campaign.

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