What is the most efficient path between two points?  (2012)

Silver award winner

Campaign: What is the most efficient path between two points?
Brand: Nissan
Client: Nissan Brazil
Entrant: Lew'Lara\TBWA
Principal Author: Renata d'Ávila - Lew'Lara\TBWA
Contributing Authors: Felipe Senise - Lew'Lara\TBWA, Rafael Prieto - Lew'Lara\TBWA
Credited Companies: Nissan Brazil - Others

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In early 2010 Nissan initiated an aggressive plan for Brazil: to be the first Japanese automaker in the sector with 5% market share. To help achieve this Lew'LaraTBWA established Nissan as a challenger brand. The campaign involved making direct comparisons between the Nissan and its competitors, highlighting its positives over theirs; investing their media spend in television for peak reach in a short space of time; and creating fun and humorous content for execution via 30-second spots on television, with extended versions on YouTube. In two years the campaign has already generated 4% of market, despite investing three times less money than its competitors, and has yielded a projected marketing payback of over $41million.

Judge's Comments:

Despite investing three times less than competitors this case details how in a market as competitive as the automotive category, brands can still use fantastic communications to excel; to jump from 1% to 4% in such a short time is an inspiring achievement.