MENA Effies 2014 - Nomination

NISSAN CARAOKE

Arabian Automobile's campaign for Ramadan 2015.

CHALLENGE:

Nissan's objective was to increase test drives during Ramadan, as it is the most competitive time of the year. This required a creative way to attract drivers to test out the car and what better way than to do it while waiting at their Iftar event.

SOCIAL MEDIA RESULTS:

Unique reach of over 500% and interactions in excess of 300% on Facebook compared to last year's Ramadan period.
Engagement rate exceeded regional benchmark by four times.
Car-aoke videos received more than 240,000 views across Facebook, YouTube and our driver's networks.
85% increase in test drives compared to last year.

IDEA:

We created Car-aoke.A first-of-its-kind activation where the car auto-played the driver's favourite song on ignition. We placed a camera inside the car and shared the test drives online. Fans got to vote for their favourite video on a Facebook application on the Arabian Automobiles Nissan Facebook page.