Saw the Nissan Qashqai ad on TV the other day. This second wave comes after TBWA designed a succesful integrated communication campaign in 2007 to celebrate the launch of the new Nissan Qashqai (anyone knows how to correctly pronounce this unpronounceable word?).
The strategy included two waves. The first one, with online content, virals, PR, and ambient marketing aimed at preparing the field for the second wave that included the TV ad. And to be honest, I believe the first wave worked better.
Before the airing of the first TV ad (Spring of 2007), the first wave reached 212 countries and was shown on 4370 sites. In the first month, the campaign attracted over 3.5 million views, rising to 12.5 million after three months.
TBWA created a fictional new sport, Qashqai car games:
"[…] we had to create an entire universe around the sport – everything that would make it seem real and entertaining: the history, the rules, 6 national teams, logos, crazy drivers, psychotic fans, sponsors, specifications, merchandise, as well as a footage of the QASHQAI performing fantastic stunts off giant ‘skate’ ramps." Jamie Bristow, TBWA London
Check out the virals and the ads in the official website: http://www.qashqaicargames.com/
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