| Title | THE XTREME DELIVERY |
| Brand | NISSAN MOTOR CO. |
| Product / Service | X-TRAIL |
| Category | A07. Use of Events and Stunts |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
| Production Company | AOI PRO. Tokyo, JAPAN |
| Production Company 2 | PYRAMID FILM QUADRA Tokyo, JAPAN |
| Production Company 3 | MASUMASU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Miki Matsui | TBWA＼HAKUHODO | Chief Creative Officer |
| Takahiro Hosoda | TBWA＼HAKUHODO | Creative Director |
| Masaru Uemura | TBWA＼HAKUHODO | Art Director |
| Nobuhiro Arai | TBWA＼HAKUHODO | Copywriter |
| Hirotaka Fukatsu | TBWA＼HAKUHODO | Producer |
| Akiko Onodera | TBWA＼HAKUHODO | Producer |
| Shumpei Negami | TBWA＼HAKUHODO | Producer |
| Kazuoki Uedo | TBWA＼HAKUHODO | Interactive Planner |
| Satoshi Suzuki | TBWA＼HAKUHODO | Account Director |
| Masakazu Kobayashi | TBWA＼HAKUHODO | Account Supervisor |
| Keisuke Mizusako | AOI Pro. | Production Company Head Producer |
| Tsutomu Hirakue | AOI Pro. | Associate Producer |
| Takahide Suzuki | AOI Pro. | Production Manager |
| Ken Fukuoka | Freelance | Director |
| Kazunori Mizobuchi | PYRAMID FILM QUADRA INC. | Interactive Group Head |
| Masamichi Sato | PYRAMID FILM QUADRA INC. | Interactive Director |
| Toyokazu Kawamura | PYRAMID FILM QUADRA INC. | Interactive Art Director |
| Kohei Negishi | masumasu inc. | Art Director |
| Yuma Murakami | masumasu inc. | Technical Director |
| Yoshitaka Tamamura | TBWA＼HAKUHODO | Account Executive |
| Chiho Miyazawa | TBWA＼HAKUHODO | Account Executive |
| Fusae Yoshikawa | TBWA＼HAKUHODO | Graphic Producer |
| Masakazu Hirata | HAKUHODO PRODUCT'S | Photographer |
【Objectives】 X-TRAIL has long been the No.1 SUV widely loved by outdoor sports enthusiasts in Japan. However, its No.1 position was at risk. X-TRAIL needed to demonstrate its tough performance. 【Target & Insight】 X-TRAIL's target audience, or outdoor enthusiasts, is fulfilled by the great outdoors, but their stomachs were not. 【Idea】 "The Xtreme Delivery" is a unique service that delivered fresh hot pizzas to extreme locations that only X-TRAIL would dare go to. We transformed the entire delivery route into vast outdoor media that allowed X-TRAIL to demonstrate its amazing functionality.
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 buzz online into generating business results by increasing X-TRAIL's consumer awareness and sales. □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） □Movie number of views： 2.1 MM
● Utilized part-time job information media We first partnered with Japan's largest job information site to recruit the toughest delivery staff. The ultra-dangerous job description soon became a widely talked about topic. ● Executed the service at famous outdoor sports sites We set up wireless phone booths approx. in 100 locations across Japan for people to place their pizza orders. ● Amplified this outdoor service online Captured the entire pizza delivery service on film. Spread it on TV and online media. Those who heard about the news rushed to the most remote areas to try this service.
【Target & Brand Relationship】 X-TRAIL's Target Audience is outdoor sports enthusiasts. They enjoy the most extreme outdoor challenges. For them, cars are their partners to join them through that journey. 【Media Planning】The Target Audience enjoy spending their leisure time in the vast wilderness. What they seek is not an urban SUV, but a full-fledged SUV to conquer the great outdoors. We transformed the Target's outdoor stage of challenge into a performance demonstration media. As a results, we not only communicated its full functionality, but also built engagement between the target and the brand.