|Title||X-TRAIL MYSTERY LAND|
|Product / Service||X-TRAIL|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI|
|Entrant Company||SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI|
|Advertising Agency||SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI|
|Nakakawa Hsieh||SHAPE Advertising Co.,Ltd||Chairman|
|James Zhan||SHAPE Advertising Co.,Ltd||Business director|
|Claire Lin||SHAPE Advertising Co.,Ltd||Account director|
|IVAN Cheng||SHAPE Advertising Co.,Ltd||Account Manger|
|Eugene Chen||SHAPE Advertising Co.,Ltd||Planing Manger|
|Huey Lu||SHAPE Advertising Co.,Ltd||Event Director|
|Andy Ho||SHAPE Advertising Co.,Ltd||Event assist director|
|Sky Shih||SHAPE Advertising Co.,Ltd||Event manger|
|Recky Lin||SHAPE Advertising Co.,Ltd||Event manger|
|Norman Lin||SHAPE Advertising Co.,Ltd||Group Creative Director|
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.
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.
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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