MID-FIELD STAR

TitleMID-FIELD STAR
ClientNISSAN
Product / ServiceNISSAN SYLPHY
EntrantOMD THAILAND Bangkok, THAILAND
Entrant Company OMD THAILAND Bangkok, THAILAND
Media Agency OMD THAILAND Bangkok, THAILAND

The Campaign

Insight The English Premier League is viewed by over 5 million Thai men each week making it the single most viewed live event in Thailand. Challenge We needed a way of thrusting Sylphy into the heart of the action but we faced a significant hurdle - the broadcast rights owners were limited to selling advertisers the privilege of securing TV spot advertising during half time only and at a jaw dropping figure that would break the bank. Execution Just before kick off ,the Sylphy full motion graphic burst from the center of the pitch seen in 200 matches by every viewer. Our dynamic full motion graphic directed prospects to download Nissan Sylphy application (App Store / Play Store). Upon which as well as offering customized options and 360 degree tour of the Sylphy, allowed the consumer to easily locate their nearest Nissan dealer and arrange a test-drive.

Success of the Campaign

Sales volume surpassed expectations and depleted Thai stocks forcing importation from neighboring Malaysia. Nissan dealers reported a record breaking number of test-drives for Sylphy doubling that of previous national launches. Nissan Sylphy became the most recognized Nissan model in 2012 among prospective car buyers (54% unprompted awareness among consumers who were planning to purchase a new car in the next 6 months with a budget of 2 million Bht).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Our dynamic full motion graphic on Live TV screen directed prospects to download Nissan Sylphy application (App Store / Play Store). Upon which as well as offering customized options and 360 degree tour of the Sylphy, allowed the consumer to easily locate their nearest Nissan dealer and arrange a test-drive.

Credits

Name Company Position
Thitipong Semsuk Omd(Thailand) Co./Ltd Senior Media Planner
Purithat Chotiko Omd(Thailand) Co./Ltd Media Planning Director
Attchara Prasertying Omd(Thailand) Co./Ltd Business Director