The Brief

THE XTREME DELIVERY - Nissan fuels the hungry Xtremers, where ever they are. ● What’s Xtreme Delivery? "Xtreme Delivery" is a unique service that delivered fresh hot pizzas to extreme locations that only NISSAN X-TRAIL would dare go to. ● A true form of product demonstration through 'direct' experience It's human nature to trust one's own experience more than information found in catalogues. This pizza delivery service allowing anyone to see X-TRAIL's performance presented before their eyes makes it a very strong direct marketing idea. ● Direct experience that captures the target insight X-TRAIL's target is outdoor sports enthusiasts who are always craving for a savory meal outdoors to accompany their extreme activities. We entered the targets' hearts through their stomachs, while also fascinating them with a live demonstration of X-TRAIL's amazing driving performance.

Creative Execution

● Flow of the """"Xtreme Delivery"""" implementation 1. We set up wireless phone booths in approx. 100popular outdoor sports sites across Japan for people to place their pizza orders. 2. As soon as an order was placed, pizzas were prepared at the nearest kitchen facility. 3. X-TRAIL with the Xtreme delivery crew go off to deliver pizzas to the requested location. 4. The entire delivery story was captured on film. 5. The news spread on TV and online media. 6. Those who heard about the news rushed to the most remote areas to try the pizza delivery service for themselves. ● Why was it relevant to Nissan X-TRAIL Functionality unique to X-TRAIL is at the core of the idea. It was implemented in the form of a live demonstration without the use of any traditional media.

Describe the creative solution to the brief/objective.

X-TRAIL's Target Audience is outdoor sports enthusiasts. They enjoy the most extreme outdoor challenges. These targets see cars as their partners through that entire journey. We decided to support our targets accomplish their challenges through a unique food delivery service. . And by so doing, we generated direct engagement between the brand and the targets while demonstrating X-TRAIL's functionality.

Results

This first-ever food delivery service by a car company, gained popularity among the Targets who love crazy challenges and instantly created a huge buzz around the world. It went beyond creating a buzz online into generating business results by increasing X-TRAIL's consumer awareness and even sales. □Movie number of views： 2.1MM □Yahoo! JAPAN searched word ranking：1st (second week of Sept 2014) □Twitter trend word ranking：1st (Sept 18, 2014) □Site access：44％ increase (during campaign execution) □Monthly sales　2,553 units→ 5,464 units （Aug 2015→Feb 2015）