Nissan Middle East / UAE, Saudi Arabia / 2023Film · Social · Experiential
Keep Asking Why.
Nissan used odd characters and dry humour, not scare tactics, to get drivers to question cheap car parts that might be fake.
- Brand
- Nissan Middle East
- Agency
- TBWA\RAAD
- Market
- UAE, Saudi Arabia
- Region
- GCC
- Year
- 2023
The challenge
Counterfeit auto parts are a safety risk, but fear-based warnings are easy to ignore. Nissan wanted drivers to doubt deals that look too good to be true.
The idea
TBWA\RAAD's Nissan United team made humorous films with reverse storytelling, produced by Rush Films, plus interactive social content, with support from Dubai Police. At the Dubai Police Intellectual Property Crime Conference, a "Real or Cake?" challenge asked officials to tell a genuine part from a cake copy.
Results
- 17 million unique viewers across social platforms and more than 500,000 engagements in four months, according to Nissan Middle East.
- Genuine Nissan Parts sales rose, according to Nissan Middle East (no figure given).
Case study source: Ads of the World Source ↗
Awards
- TikTok Ad Awards METAP 2024Sound On Please!Bronze
Credits
- Creative agency
- TBWA\RAAD
- Production
- Rush Films
- Managing Director Nissan United AMIO, TBWA\RAAD
- Wassim Abi Salloum
- Chief Creative Officer, TBWA\RAAD
- Walid Kanaan
- Executive Creative Director, TBWA\RAAD
- Frederico Roberto
- Creative Director, TBWA\RAAD
- Sumanth Wilkins
- Associate Creative Director, TBWA\RAAD
- Noor Akar
- Senior Arabic Copywriter, TBWA\RAAD
- Ayman Shehadeh
- Senior English Copywriter, TBWA\RAAD
- Lucy Elder
- Senior English Copywriter, TBWA\RAAD
- Sanele Ngubane
- Strategic Planner, TBWA\RAAD
- Mohammad El Tayech
- Account Director Nissan United, TBWA\RAAD
- Elie Naaman
- Account Manager Nissan United, TBWA\RAAD
- Juliana Ordonez
- Account Manager Nissan United, TBWA\RAAD
- Marah Ghadban
- Account Executive Nissan United, TBWA\RAAD
- Joya Maria Chahwan
- Head of Communications, TBWA\RAAD
- Romy Abdelnour
- Creative Services Director, TBWA\RAAD
- Ezzat Habra
- Marketing Communications GM, Nissan Middle East
- Roland Zahra
