2016 - 2017戛纳狮 – 媒体类 - A04组 – 银奖 2016-2017戛纳狮   - 促销了 - E01组  -入围奖 suv是全球各个城市的地位象征，在中东也不例外。然而，最大的不同在于沙漠驾驶并不是很多人的选择，沙漠赛车是很常见的。当地的狂热爱好者经常带着他们的suv去沙漠，以证明他们的价值，而这种竞争精神也延伸到了持续的、高度主观的争论中——哪种汽车在沙丘上的表现最好。这些争论围绕着两辆车展开——丰田的陆地巡洋舰和日产的巡逻车。如果你问任何一个年轻的当地人，巡逻队是无可争议的越野之王。但如果你问我们，我们会说，日产——包括纳瓦拉和超级Safari——拥有最厉害的沙漠系列。我们不想只是说出来，而是证明它，一劳永逸地结束了这场辩论——创造了世界上第一个测量沙漠性能的单位。 CAMELPOWER NISSAN | TBWA\RAAD | 2017Media - A04 Cars & Automotive Products & Services Outcome Earned media: 2.8M USDPositive sentiment: 93% Average time spent on website: 12.2 minutes, 245% more than any other Nissan Car Launch average.with a 14% lead generation to SUV Desert Lineup Tabs.Camelpower posts reached an engagement rate of 3.87 (more than 2x our SUV competition rate during the campaign period)“Nissan Desert Lineup” Search: +13% on search engines during campaign periodIn only one month, Patrol sales increased 79% over the same period in 2016, and more than doubled over the average of the previous year.Were 34% more likely to recommend Nissan’s SUVs to their friends/family.AwarenessTotal Reach (TV + Social) + 450M peopleSocial Reach: + 350M peopleTotal PR Impression in the GCC: +22MNissan Brand Affinity increased by 6%Were 37% more likely to describe Nissan as an “innovative brand”Were 26% more likely to think that Nissan made the best off-road SUVs.   Synopsis SUVs are status symbols in cities across the globe, and the Middle East is no exception. However, the big difference here is that desert driving isn’t an option for many; desert racing is common and dune bashing a serious passion. Local enthusiasts take their SUVs to the desert regularly to prove their worth, and that competitive spirit extends to constant and highly subjective debates as to which cars perform best on the dunes. These debates revolve around two cars in particular –Toyota’s Land Cruiser and Nissan’