Nissan X-Trail 4Dogs
Award category: Automotive
Entering agency: Performance Communications
Name of brand: Nissan Europe
Project name: Nissan X-Trail 4Dogs
Judges' comments: A great idea that started with a strategic idea, was proven via research that then became a winning campaign with some impressive results.
Description: Nissan wanted to reposition its seven-seat X-Trail model from one aimed at ‘adventure seekers’ to focus on ‘active families’. The car brand savvily tapped into a simple insight around dog ownership: 30% of the target audience own a dog and 90% of them consider their pet as much a part of the family as their children. A PR and social media campaign was developed around a canine-friendly concept vehicle: the Nissan X-Trail 4Dogs. It provided the biggest organic social media reach ever for Nissan globally, and the biggest spike in Google searches for the model.
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