Brand owner: Nissan Middle East
Lead agency: TBWA\RAAD
Contributing agencies: OMD
Country: Middle East and North Africa
Industries: Automakers & marques
Media channels: Content marketing, Events & experiential, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Social media, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k
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 them. By creating a completely new industry benchmark for automotive desert performance, automotive brand Nissan Middle East managed to own the conversation around off-roading, assert brand leadership and generate media impressions worth more than $2.8m.