15: CREATIVE TECHNOLOGY (Creative use of Data)
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Bio-Color - Nissan Middle East
Nissan Altima
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| Title of Entry: | Bio-Color |
|---|---|
| Brand: | Nissan Middle East |
| Product/Service: | Nissan Altima |
| Client: | Nissan Middle East |
| Entrant Company: | TBWA\RAAD |
| Creative Agency: | TBWA\RAAD |
| Judging URL: | http://www.nissan-me.com/altimabiocolor |
| Sector: | AUTOMOTIVE |
| Chief Creative Officer: | Walid Kanaan |
| Account Manager: | Lea Maalouli |
| Date of Release: | 2019-07-09 |
| Notes: | Altima, a mid-sized sedan, is critical to the Nissan business, both in terms of sales and brand image. However, in 2019, when Nissan planned to introduce a completely redesigned version, the dynamics of the automotive segment in UAE were changing: • Overall automotive market was in decline • People were choosing SUVs over sedans • Altima’s perception on key purchase driving attributes – Intelligent Tech & Exterior styling, was lagging behind the competition Adding to the above was the fact that the new Altima was priced at about 20% higher than the outgoing model. The objectives set were: 1. Lead generation – Generate 250 leads from the brand experience 2. Increase Altima’s perception scores on Advanced tech, Innovation & Distinctive Design – 85% increase vs. 2018 scores. We used people’s unique DNA to personalize the colour of their Altima in the most scientific way possible. The genetic markers taken from people’s DNA formed the ‘Gene Color Map’: a chromatic grid that classifies all the available colours for Nissan Altima in the most extensive and most exclusive colour range ever used for a new car. Videos on YouTube and Facebook explained the science behind the Nissan Bio-Color while promoting Altima as the most innovative and tech advanced mid-sized sedan. People interested in test driving the new Nissan Altima had the option of taking a free DNA test at mini labs inside Nissan showrooms. Email notifications informed participants of their unique genetic colour. An interactive website explained the details of the colour selection by showcasing personalized data infographics. Afterwards, new customers could request their exclusive genetic colour and apply it to their new Nissan Altima. We were targeting ‘Life Maximizers’ - Expat Arabs 28-35 years old in the pre and young-family stage. Psychographic research analysis revealed they are ambitious, goal-oriented, and eager to climb the ladder of progress professionally. They want to stand out and be recognized for the success and achievement they have achieved to this point in their life. For them, the purchase of a new car is a symbol. It reflects their achievement and represents a level of comfort and luxury they’ve earned for themselves and their families. Their car is a mirror of them. They are also neophiliacs and always looking out for something new and different. Insight: Life Maximizers’ car is a mean to promote self-image. Strategy: Use innovation to make the car a literal extension of its driver. We used people’s unique DNA to personalize the colour of their Altima in the most scientific way possible. The genetic markers taken from people’s DNA formed the ‘Gene Color Map’: a chromatic grid that classifies all the available colours for Nissan Altima in the most extensive and most exclusive colour range ever used for a new car. Videos on YouTube and Facebook explained the science behind the Nissan Bio-Color while promoting Altima as the most innovative and tech advanced mid-sized sedan. People interested in test driving the new Nissan Altima had the option of taking a free DNA test at mini labs inside Nissan showrooms. Email notifications informed participants of their unique genetic colour. An interactive website explained the details of the colour selection by showcasing personalized data infographics. Afterwards, new customers could request their exclusive genetic colour and apply it to their new Nissan Altima. |
| Developer: | Pradheep Nair |
| Production Company: | BOLT |
| Art Director: | Clayton Needham, Federico Mariani |
| Other Credits: | Executive Creative Director: Manuel Borde, Bruno Bomediano |
| Other Credits: | Associate Creative Director: Alex Pineda |
| Other Credits: | Head of Art: Claudio Campisto |
| Other Credits: | Motion Designer: Camilo Rojas |
| Other Credits: | Strategy: Remie Abdo, Bhaskar Bateja, Garrett Olexiuk |
| Other Credits: | Senior Account Director: Arthi Rajagopalan |
| Other Credits: | Social Media Executive: Nour Hammoud |
| Other Credits: | Production: Rouba Asmar, Alia Fakha, Nelly Chehwan |
| Other Credits: | Senior Digital Director: Joseph Emielu |
| Other Credits: | Media Planning & Precision Marketing: Malek Morjan, Lohitaksh Keswani, Hassan Abbas, Katherine De Belen |
