Brief Explanation

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. It's a new form of outdoor media disguised under a food delivery service. ● A promotion that entered the targets' hearts through their stomachs. This promotion captures the NISSAN X-TRAIL's target insight. Outdoor sports enthusiasts such as snowboarders, climbers and mountaineers are always hungry. The 'Xtreme Delivery' successfully grabbed the hearts of the targets through their stomachs. ● A live promotion of X-TRAIL's off-road performance Delivering fresh hot pizzas to remote areas which were once thought to be impossible. This promotion leveraged X-TRAIL's off-road capability to its fullest. For these reasons, it is neither a TV nor interactive idea, but a genuinely Promo idea.

The Brief

【Challenge】 Nissan X-TRAIL has long been the leading tough SUV widely loved by outdoor sports enthusiasts in Japan. However with the emergence of competitive Hybrid SUVs, its No.1 position was at risk. X-TRAIL needed to outperform its competition by demonstrating its tough functionality. 【Strategy】 ""The way to a man's heart is through his stomach"" Our strategy follows the spirit of this proverb. Outdoor sports enthusiasts are constantly midst some challenge. leaving no room for conventional advertising. But there was always room in their stomachs. This insight inspired us to come up with the idea to deliver pizzas with the XTRAIL to locations that were thought to be impossible.

Describe the success of the promotion with both client and consumer including some quantifiable 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 buzz online into generating business results by increasing X-TRAIL's consumer awareness and even 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

Explain why the method of promotion was most relevant to the product or service

● 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.