SWEAT HERE.
NOT IN YOUR CAR.
• AC Summer Check
Type: Film, Automotive
Client: Arabian Automobiles (Nissan)
Implementations: Campaign Idea, Films, Key Visuals
Nissan Aftersales
AC Tune-ups Campaign
Nissan’s aftersales department faced a critical challenge:
motivating owners of older vehicles, particularly those
aged over 5 years, to prioritize AC tune-ups at their service
centers. This necessity became even more pronounced in
the scorching summers of the UAE, where the rising tem-
peratures exacerbated the need for effective vehicle cool-
ing systems.
Problem Statement
The primary objective was to encourage owners of older Nissan vehicles to undergo AC tune-ups at Nissan service centers, emphasizing the importance of these check-ups, particularly in the extreme heat conditions prevalent in the UAE summers.
Insight and Campaign Line:
Delving into consumer behavior, we uncovered a compelling
insight: while individuals generally dislike sweating in cars,
they are more accepting of sweating in certain situations.
Building on this insight, we conceptualized the campaign
around the concept of “Good Sweat vs. Bad Sweat.” This
concept aimed to illustrate through relatable scenarios that
sweating is acceptable in certain contexts, contrasting it
with the discomfort of sweating in a car due to malfunction-
ing AC systems.
Solution:
The solution centered on creating a series of en-
gaging video ads that showcased scenes of indi-
viduals sweating in acceptable situations, such
as the kitchen, gym, or while giving a speech,
with visuals of people sweating uncomfortably in
their cars. By highlighting this contrast, we aimed
to underscore the importance of AC tune-ups for
vehicle comfort and driver well-being. The cam-
paign was strategically promoted across various
digital platforms, including YouTube, Google Display Network, TikTok, Facebook, and Instagram.
Execution Summary:
The execution of the campaign involved meticu-
lous planning to ensure maximum visibility and
engagement among the target audience. Through
creative storytelling and impactful visuals, the
ads effectively conveyed the message of the im-
portance of AC tune-ups for older Nissan vehi-
cles, particularly in the demanding climate of the
UAE.
Vehicles/Services Used:
- Engaging Video Advertisements
- YouTube Ads
- Google Display Ads
- TikTok Ads
- Facebook Ads
- Instagram Ads
Result/Impact:
The campaign yielded significant results for Nissan’s aftersales department.
There was a notable 27% growth in old customer recovery, indicating a successful uptake of AC tune-up services among existing customers. This
result not only addressed the initial problem of underutilization AC tuneups
but also contributed to enhancing customer satisfaction and loyalty by ensuring the comfort and reliability of their vehicles’ air conditioning systems.
