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Research vs Creativity. It’s a silent war.

Somehow, the “facts” that researchers offer impede creativity and many creative visionaries that had great minds, like Henry Ford, conducted a research first before creating what they feel will work, he would have developed a faster horse rather than invent a car.

However, TBWA\RAAD Dubai Nissan campaign proved that sometimes, you just have to listen to research.

The Challenge

Nissan continues to feel the effect of the unstable economy. However, they believe in the superiority of their product. They know that all customers need to do is test drive an appropriate Nissan car for them and they’ll want to buy.

The challenge was to make the customers experience the brand and its products. It’s time to stop advertising and start improving actual brand immersion.

The Solution

So, it became the primary objective. Increase the number of test drives.

TBWAA knows that tapping existing residents would be hard. Brand awareness is high. They are simply choosing not to buy cars right now. Client and agency look for a “new market”. They found one, the expats.

They learned that there are two things the expats are always in need of, houses and cars.

TBWAA \RAAD partnered with the most popular house hunting site in Dubai. They created a program that allows them to push an ad featuring a car fit to the customer’s budget, family size, living condition, and job.

They also offered the customers to test drive their chosen car from the airport to their chosen home.

The Result

An unprecedented 1,200 test drives across Nissan’s seven models. There was no highly creative print ad or a tv ad featuring a celebrity. In fact, the principle was simple. Customers provide their data and the company will push the relevant product.

Data was the beginning of it and relevance was the key.


Advertising Agency: TBWA\RAAD Dubai

Advertised brand: Arabian Automobiles


Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.


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