Nissan X-Trail & Qashqai:
‘Nissan Think’
Challenge
Challenge
Idea
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
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
Why the Nissan Qashqai is a five Âstar car
Nissan XÂ-Trail – with All-ÂMode 4×4-I to keep you in control
Nissan XÂ-Trail – the family SUV that’s ready for anything
Nissan X-Trail 7-day test – an abundance of space
Nissan Qashqai 7-day test – an ideal mobile office?
NISSAN QASHQAI – FULL OF TECH THAT KEEPS YOU SAFE
WHY THE NISSAN QASHQAI IS A FIVE ÂSTAR CAR
NISSAN XÂ-TRAIL – WITH ALL-ÂMODE 4X4-ÂI TO KEEP YOU IN CONTROL
NISSAN X-ÂTRAIL – THE FAMILY SUV THAT’S READY FOR ANYTHING
Nissan X-Trail 7-day test – an abundance of space
NISSAN QASHQAI 7-DAY TEST – AN IDEAL MOBILE OFFICE?
Results
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
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.





Output
8x long-form videos
8x 30-second cutdowns
8x promoted native stories
42x rich-media ads
12x display ads
16x social posts
8x newsletter posts
Output
8x long-form videos
8x 30-second cutdowns
8x promoted native stories
42x rich-media ads
12x display ads
16x social posts
8x newsletter posts
Related work
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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.
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