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Background
Nissan ran an AdSmart campaign launching the new and improved Nissan Qashqai as part of a wider cross platform campaign including heavy linear activity. Along with the new sleek design of the Qashqai, the new model also features intelligent 4X4, intelligent headlights and intelligent ride control.
Objectives
Build consumer awareness of the new model.
Convey that the new model is better than former and is the best vehicle in its segment.
Encourage visitation of www.nissan.ie for price points, brochure downloads and more information.
Top Line Results
Those exposed to the AdSmart activity were twice as likely to remember seeing the Nissan Qashqai ad despite all other marketing activity including a heavy linear campaign, demonstrating campaign cut through.
Compared to the more generic ABC1 group, the targeted group were more likely to take away key messages from the ad, particularly those around the technology/intelligence of the Nissan Qashqai.
Of those who recalled seeing the Nissan ad, 20% took some type of action as a result. Looking up more information online was the most popular action, with 11% of recallers going on to do so.
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