Product / ServiceAUTOMOBILES
CategoryA01. Best Use of Screens
Entrant Company TBWA\INDIA Mumbai, INDIA
Advertising Agency TBWA\INDIA Mumbai, INDIA


Name Company Position
Nirmalya Sen Tbwa\india Account Director
Prashant Bhor Tbwa\india Art Director
Parixit Bhattacharya Tbwa\india Art Director
Rishi Chanana Tbwa\india Art Director
Karan Dang Tbwa\india Copywriter
Rahul Ghosh Tbwa\india Copywriter
Parixit Bhattacharya Tbwa\india Copywriter
Rahul Ghosh Tbwa\india Creative Director
Parixit Bhattacharya Tbwa\india Creative Director
Parixit Bhattacharya Tbwa\india Chief Creative Officer

Results and Effectiveness

Calls to Nissan dealerships went up by 22%. It led to increased bookings of 7%. And all these with a blink-and-you-miss media outlay.

Creative Execution

The idea was to identify late night programs with heavy male viewership and plant our messages in the middle of the programming. The price points will act as flashes in the middle of the programming. The idea was simple, cost-effective and stood out from the clutter of car commercials that only came during the break. And importantly, it communicated the most compelling reason to consider the offer. The price. We tied up with lifestyle channels that had a high viewership within our audience.

Insights, Strategy and the Idea

Nissan was offering a series of offers on three of their mid to high-end models. It was a limited period offer campaign that came with a rider. No budget for a conventional media campaign. The task was difficult considering that every other car company during this period was running their own offer commercials. The target audience was 25-34 affluent males in urban India. They consume late night television purely as screensaver programming before they go off to sleep. The strategy was to ride on the back of this male TV viewership habit and create a solution that did not depend on a traditional media plan.