The Challenge: To launch the Nissan 370Z in the region, we needed to engage young Arabs while playing up the car’s speed and agility.
The Opportunity: Online gaming is ranked as one of the top 3 activities for young users across the region. So we harnessed this opportunity to reach our target.
The Idea: To drive home the car’s features and activate our audience we created a Z Pilots – a social media based racing game. Players could race the 370Z against their Facebook friends on a track inspired by one of the world’s most iconic circuits – the Yas Marina circuit. The prize? The fastest of them all would win a Nissan 370Z driving experience at the actual Yas Marina Circuit along with a weekend’s stay on Yas Island.
The Results: After just 4 weeks, over 41,570 players from across the region raced against each other. On average, players spent over 6 minutes on the race track. The 5 fastest laps won the Yas Marina racing experience with a real 370Z. And the fever raced across the internet, with more hits than ever expected. Z Pilots created a solid fanbase for the 370Z. The brand established street cred among the young Arab audience. And the game is still running far beyond anticipation, attracting over 61,000 players from the region to date.
Digital advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.
Head of Digital: Preethi Mariappan
Sr. Digital Art Director: Rafael Guida
Copywriter: Deger C
Graphics & Motion Designer: Balazs Szabo
Sr. Flash Developer: Sarabjeet Singh
Sr. UI Developer: Jerome Conde
Technical Lead: Navin Chauhan
Arabic Copywriter: Mohammed Shehebar
Account Director: Bassam Ayass
Sr. Account Executive: Tamer Girguis