Nissan: Camelpower [Supporting Images]

Credits & Description:

Brand NISSAN
Entrant TBWA\RAAD DUBAI
TBWA\RAAD Dubai, United Arab Emirates Entrant Company
TBWA\RAAD Dubai, United Arab Emirates Idea Creation
NATIONAL GEOGRAPHIC ABU DHABI Abu Dhabi, United Arab Emirates Production
STOKED Beirut, Lebanon Production
OMD Dubai, United Arab Emirates Media Placement
Walid Kanaan TBWA\RAAD Chief Creative Officer
Manuel Borde TBWA\RAAD Concept / Creative Lead
Guilherme Grossi TBWA\RAAD Concept / Copywriting
Gabriel Gama TBWA\RAAD Concept / Art Direction
Oswaldo Sa TBWA\RAAD Concept / Art Direction
Alex Pineda TBWA\RAAD Copywriting
Clayton Needham TBWA\RAAD Senior Digital Designer
Felipe Sona TBWA\RAAD Senior Digital Designer
Claudio Campisto TBWA\RAAD Head of Art
Saad Gharzeddine TBWA\RAAD Brand Leader
Mathieu Khaled TBWA\RAAD Senior Account Manager
Ali Marashi TBWA\RAAD Senior Planner
Vishal Badiani TBWA\RAAD Planning Lead
Rouba Asmar TBWA\RAAD Head of Production
Samer Arzouni Nat Geo Abu Dhabi Director
Alex el Chami Nat Geo Abu Dhabi Executive Producer
Joseph el Hachem - Lead Unit Engineer
Rita el Hachem Stoked Executive Producer
Charbel Aouad Stoked Producer
Mazen Fayad Stoked Director
Hazem Atieh TBWA\RAAD Creative Services Managers
Ezzat Habra TBWA\RAAD Creative Services Managers
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Synopsis
SUVs are status symbols in the Middle East. However, the big difference in the region is that an SUV’s worth isn’t defined purely by price. It also needs to be capable. Desert driving isn’t optional for many; navigating the desert is part of everyday life.
Enthusiasts regularly take SUVs to the desert for thrills; to show-off their skills and their cars on the steepest dunes. This competitive spirit spills over into the online world, with social media platforms and forums filled with debates about which cars perform best on the dunes.
These debates revolve around two cars in particular –Toyota Land Cruiser and Nissan Patrol. We wanted to establish the Nissan SUV range, including Navara and Super Safari, as the ultimate desert line-up. We couldn’t just say it though, so we proved it by creating the world’s first unit to benchmark desert performance for all cars.
Strategy
Which car is best in the desert is a never-ending debate on social media platforms and dune-basher forums across the region. To end the debate and officially claim leadership, we proved that Nissan SUVs are the best desert off-roaders in the region by creating a new unit of desert performance measurement: Camelpower.
Credibility was a key factor. Sure, we had to follow a strict scientific process from start to finish, but how we told the story was also crucial. Coming directly from the brand, it would feel like empty PR and advertising. If however, the story was told by National Geographic, and we invited key automotive bloggers and journalists to see the testing for themselves, the idea had the potential to pick up momentum all on its own and help Nissan to own the conversation around desert off-roading.
Relevancy
Most big brands have the budget to pay for reach and media impressions. Few have the bravery to invest in an idea that will earn it. By creating a completely new industry benchmark for automotive desert performance, Nissan managed to own the conversation around off-roading in the Middle East, assert brand leadership and generate media impressions worth over $2.8m.
It required a completely different approach, but in partnership with engineers, technical specialists, geologists and National Geographic, we created an industry innovation that worked as a platform to promote the Nissan SUV line-up.
Outcome
1. Earned Media
• Reached over 450M people with a minor budget
• Earned 22m PR Media Impressions in GCC, worth $2.8m paid media
2. Engagement
• 12.2 minutes average time spent on www.camelpower.ae (245% higher than Nissan average benchmark)
• 14% of visitors clicked through to www.nissan.me
• Social post engagement rate of 3.87 (2x Nissan new-model-launch posts)
3. Brand Impact
• Those exposed to the campaign were 60% more likely agree that Nissan makes the best off-road SUVs (31ppt increase) and 64% more likely to agree Nissan is an innovative company (28ppt increase)
• Nissan Brand Affinity increased +4 points
4. Business: Year-On-Year Sales (ie. vs. 2017)
• Patrol increased 97% in March / 26% in April
• Patrol Safari increased 60% in March / 99% in April
• Navara increased 170% in March / 49% in April
• This was achieved despite media spend being 83% down
Execution
Instead of an advertising campaign, we wanted to own a conversation. So, we starting by working alongside third party engineers, technical experts and geology academics to create a robust formula and conduct rigorous field tests. Then we vetted the entire plan with Emirates Authority for Standardization & Metrology (ESMA). And that was just the due diligence.
To promote the concept, we had to explain the science. An 11-minute documentary shot by and aired on National Geographic brought the entire process to life, while we used social media platforms and formats to direct people to www.camelpower.ae, where they could learn more about the unit, the science, and most importantly, the Nissan SUV line-up.
Graphic illustrations drew analogies between camels and our SUVs across the website and our showrooms. And finally, following the announcement and film, talks were held at universities to promote the new unit and opportunities for future application.
Campaign Description
We introduced Camelpower to the world: the first ever unit to measure automotive performance in the desert.
Following the example set by Henry Watt, the inventor of horsepower, we developed our unit around the most effective and efficient desert animal: the camel. Horsepower (hp) was developed with land-based experiments using a horse as a benchmark. Our sand-based experiments used a camel and followed a similar scientific approach, creating a formula and value for Camelpower (dCP).
We worked with Nissan engineers, accreditation experts and technical gurus to develop the formula and conduct field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs.
And there we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric against which every other car could be measured.