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病毒横幅 1
案例简介：摘要: Qashqai 不得不通过 Almera 从大批量盈利的 C 段中退出来取代 nissants 业务中留下的真空。这对日产来说是一个恢复其衰落业务的机会，并为其疲软的品牌增添了一些清晰度。然而，日产只有 2% 的市场份额，尽管名字相对奇怪，但它必须确保逍客对大众高尔夫这样的品牌产生影响。定价高于细分市场领导者，营销支出比他们少大约 50%。这项运动需要提高人们对新日产逍客的认识和兴趣，在 21 个欧洲市场实现 93,000 辆的销售 (征服率为 70%) 在发射的第一年,对日产品牌舆论产生积极影响，吸引日产从未接触过的新的年轻消费者，并避免在 C 区对 X-trail nissans 正品 4x4 的蚕食。针对 25-35 岁的男性，他们喜欢接受城市向他们扔的艰难挑战,这项运动分为两个阶段，目标不同; 启动前阶段，与日产没有关系的年轻观众建立对 qashqabai 这个名字的认识，第二阶段，为 Qashqai 建立清晰的定位。这个战略想法是 urban城市保护。一个想法与产品的韧性和风格以及目标想要占领这座城市的态度有关, 这使得逍客能够远离越野者 X-Trail.Phase 1 推出了一种新的运动 -- 逍客汽车游戏 -- 逍客在五个病毒中表演特技电影。第二阶段的特色是逍客在电视广告中被用作巨大的滑板，或者在仅仅两个月的时间里被 printIn 的涂鸦攻击时没有被刮伤, 逍客成为日产在欧洲最畅销的车型，没有蚕食 X-trail 的销售，吸引了更年轻的买家，并对尼桑的品牌形象产生了积极影响。这场运动重新激发了人们对日产品牌的兴趣 -- 93% 的经销商表示，他们是来看新款逍客的。
病毒横幅 1
案例简介：SUMMARY:Qashqai had to replace a vacuum left in Nissans business by the withdrawal of the Almera from the high volume and profitable C-segment. It was an opportunity for Nissan to revive its declining business and add some clarity to its weakening brand.However, with only 2% market share, Nissan had to ensure that Qashqai had an impact on a category with established icons like the VW Golf, despite a relatively odd name, pricing above the segment leaders and approximately 50% less marketing spend than them.The campaign needed to drive awareness of, and interest in, the new Nissan Qashqai, generate sales of 93,000 units across 21 European markets (at a conquest rate of 70%) during the first year of launch, create a positive impact on Nissan brand opinion, attract new younger consumers that Nissan had never connected with before and avoid cannibalization of X-trail Nissans authentic 4x4 in the C segment.Targeted at 25-35 year old males, who enjoy taking on the tough challenges cities throw at them, the campaign was divided into two phases with different objectives; a pre-launch phase to build awareness of the name Qashqai with a younger audience with whom Nissan had no relationship and a second phase to build a clear positioning for Qashqai.The strategic idea was Urbanproof.An idea linked to both the products toughness and style and the targets attitude of wanting to take-on the city, which allowed Qashqai to distance itself from the off-roader X-Trail.Phase 1 introduced a new sport - Qashqai Car Games - with stunts performed by Qashqai across five viral films. Phase 2 featured Qashqai being used as a giant skateboard in a TV ad or remaining unscratched whilst being attacked by graffiti in printIn only two months, Qashqai became the top selling model for Nissan in Europe without cannibalizing X-trail sales, attracting younger buyers and positively impacting Nissans brand image. The campaign reinvigorated interest in the Nissan brand - 93% of visitors to dealerships said they came to see the new Qashqai.
Viral Banner 1
案例简介：摘要: Qashqai 不得不通过 Almera 从大批量盈利的 C 段中退出来取代 nissants 业务中留下的真空。这对日产来说是一个恢复其衰落业务的机会，并为其疲软的品牌增添了一些清晰度。然而，日产只有 2% 的市场份额，尽管名字相对奇怪，但它必须确保逍客对大众高尔夫这样的品牌产生影响。定价高于细分市场领导者，营销支出比他们少大约 50%。这项运动需要提高人们对新日产逍客的认识和兴趣，在 21 个欧洲市场实现 93,000 辆的销售 (征服率为 70%) 在发射的第一年,对日产品牌舆论产生积极影响，吸引日产从未接触过的新的年轻消费者，并避免在 C 区对 X-trail nissans 正品 4x4 的蚕食。针对 25-35 岁的男性，他们喜欢接受城市向他们扔的艰难挑战,这项运动分为两个阶段，目标不同; 启动前阶段，与日产没有关系的年轻观众建立对 qashqabai 这个名字的认识，第二阶段，为 Qashqai 建立清晰的定位。这个战略想法是 urban城市保护。一个想法与产品的韧性和风格以及目标想要占领这座城市的态度有关, 这使得逍客能够远离越野者 X-Trail.Phase 1 推出了一种新的运动 -- 逍客汽车游戏 -- 逍客在五个病毒中表演特技电影。第二阶段的特色是逍客在电视广告中被用作巨大的滑板，或者在仅仅两个月的时间里被 printIn 的涂鸦攻击时没有被刮伤, 逍客成为日产在欧洲最畅销的车型，没有蚕食 X-trail 的销售，吸引了更年轻的买家，并对尼桑的品牌形象产生了积极影响。这场运动重新激发了人们对日产品牌的兴趣 -- 93% 的经销商表示，他们是来看新款逍客的。
Viral Banner 1
案例简介：SUMMARY:Qashqai had to replace a vacuum left in Nissans business by the withdrawal of the Almera from the high volume and profitable C-segment. It was an opportunity for Nissan to revive its declining business and add some clarity to its weakening brand.However, with only 2% market share, Nissan had to ensure that Qashqai had an impact on a category with established icons like the VW Golf, despite a relatively odd name, pricing above the segment leaders and approximately 50% less marketing spend than them.The campaign needed to drive awareness of, and interest in, the new Nissan Qashqai, generate sales of 93,000 units across 21 European markets (at a conquest rate of 70%) during the first year of launch, create a positive impact on Nissan brand opinion, attract new younger consumers that Nissan had never connected with before and avoid cannibalization of X-trail Nissans authentic 4x4 in the C segment.Targeted at 25-35 year old males, who enjoy taking on the tough challenges cities throw at them, the campaign was divided into two phases with different objectives; a pre-launch phase to build awareness of the name Qashqai with a younger audience with whom Nissan had no relationship and a second phase to build a clear positioning for Qashqai.The strategic idea was Urbanproof.An idea linked to both the products toughness and style and the targets attitude of wanting to take-on the city, which allowed Qashqai to distance itself from the off-roader X-Trail.Phase 1 introduced a new sport - Qashqai Car Games - with stunts performed by Qashqai across five viral films. Phase 2 featured Qashqai being used as a giant skateboard in a TV ad or remaining unscratched whilst being attacked by graffiti in printIn only two months, Qashqai became the top selling model for Nissan in Europe without cannibalizing X-trail sales, attracting younger buyers and positively impacting Nissans brand image. The campaign reinvigorated interest in the Nissan brand - 93% of visitors to dealerships said they came to see the new Qashqai.
病毒横幅 1
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Viral Banner 1
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基本信息
- 广告战役： #Urbanproof -c4c7#
- 广告品牌： 日产
- 发布日期： 2008-07-01
- 行业领域： SUV越野车 , 出行工具 , 汽车/工具
- 媒体类别： 图文
- 广告语言： 法语
- 媒介平台： 网络
- 获得奖项：
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