Nissan Wins Most Decorated Brand at Dubai Lynx With 18 Awards
Nissan Middle East and Nissan Saudi Arabia secured a grand total of 18 awards at Dubai Lynx, the region’s premier marketing and creative festival, making Nissan the most decorated brand at the event and the only automaker to receive Grand Prix and Gold awards.
The Japanese automaker received ten recognitions for its #SheDrives campaign to engage with Saudi women as they gear up to being able to apply for driving licenses.
Another eight awards going to its innovative Camel Power campaign that saw Nissan develop a new power metric for desert driving. Both campaigns were developed by TBWA\RAAD.
The #SheDrives campaign centered around a video featuring Saudi women receiving their first lesson, where their husbands, fathers and brothers surprised them as their instructors.
The video, which highlights a group of women’s hopes, expectations and concerns around driving, moved judges and audiences alike, resulting in victories across a range of categories.
Meanwhile, the camelpower campaign took home eight awards ranging from the Launch and Relaunch Strategy category to Promo and Activations for Durable Consumer Goods.
An adaption of the industry-standard horsepower measurement, camelpower is a new concept developed by a team of Nissan engineers to measure a vehicle’s
performance on the sand, and was used to highlight the brand’s renowned desert driving lineup, including the Nissan Navara and Nissan Patrol models.
The camelpower metric is calculated by multiplying the velocity by the projection of the weight over the same trajectory.
Kalyana Sivagnaman, President of Nissan Middle East and Regional Vice-President Africa, Middle East & India Region, said: “These are fantastic results for Nissan, and we’re proud to have had another successful year at Dubai Lynx. The #SheDrives and camelpower campaigns were particularly effective because they were based on strong insights into our audiences that allowed us to develop and implement disruptive and innovative ideas.”
Nissan Middle East
Nissan’s heritage in the Middle East goes way back to 1957, when the first Nissan vehicle was sold in Saudi Arabia. Since then the Nissan Legacy has taken deep roots in the hearts of the Middle East people by becoming an integral part of their lives.
Currently Nissan is one of the most popular and successful automobile brands in the Middle East boasting of a strong line-up ranging from popular passenger cars to powerful 4x4 series and commercial vehicles.
In its quest to closely understand the local needs of its customers, Nissan Motor Co. Ltd. in June, 1994 set up a regional Middle East head quarters in Dubai, thus becoming the first Japanese car manufacturer to accomplish this feat. The Nissan Middle East FZE office houses a highly sophisticated training center which serves as an excellent training ground for undertaking Nissan customer care and service activities.
Jebel Ali Free Zone,
United Arab Emirates
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