Brief Explanation

Different from usual driving experience for the launching of new cars, X-TRAIL Mystery Land is based on the research and consumers’ insight. In addition to make all the consumers thoroughly experience the distinct characteristic of the product under the contrast of landscape and surroundings, the whole event also transforms as an attractive, lively outdoor activity. The X-TRAIL Mystery Land does not only build up its public praise by attracting lots of people to experience its almighty ability, it also achieves high coverage rate of press report and successfully brings X-TRAIL back to the market that recorded a high selling record.

The Brief

Brief: How to bring NISSAN X-TRAIL back to Taiwanese mainstream market after stopping production for seven years. Challenge: 1. NISSAN has only 2% market share rate within the SUV market. 2. The SUV brand power of NISSAN is no longer the top 3 choices for consumers’ pocket list. Strategy: Research shows that although consumers desire the almighty ability of SUV, they hardly can be part of the real cross-country driving experience. Therefore, we decided to create an unexpected OFF-ROAD driving experience call X-TRAIL Mystery Land.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

The whole event is taking place at the metropolitan area of Taipei with a fantasy jungle of diverse exotic plants will exist to contrast its surroundings of tall skyscrapers. Also, we create four individual levels (Crossing the river/ Straight to highland/ Break through barriers/ Beyond the peak) that specially aimed for two major characteristics of our product: incomparable safety and comfort ability. Hence, through the whole driving experience, people can thoroughly feel the omnipotent SUV ability of NISSAN X-TRAIL