Altima, a mid-sized sedan, is critical to the Nissan business, both in terms of sales and brand image. However, in 2019, when Nissan planned to introduce a completely redesigned version, the dynamics of the automotive segment in UAE were changing:

• Overall automotive market was in decline

• People were choosing SUVs over sedans

• Altima’s perception on key purchase driving attributes – Intelligent Tech & Exterior styling, was lagging behind the competition

Adding to the above was the fact that the new Altima was priced at about 20% higher than the outgoing model.

The objectives set were:

1. Lead generation – Generate 250 leads from the brand experience

2. Increase Altima’s perception scores on Advanced tech, Innovation & Distinctive Design – 85% increase vs. 2018 scores

Secondary research on the automotive category pointed out that the Middle East, especially UAE is emerging to be one the biggest markets in the world for car customization & personalization. Consumer research into our target audience uncovered some intriguing findings: 65% of consumers in the UAE expect brands to connect with them personally and treat them as individuals. 9% higher than the global average expectation for personalized services. (Source: Collinson group, Khaleej Times)

This learning triggered a question that led to our creative idea – How can we give the ultimate personalization experience to our target customers?

We found the answer to this question in something that’s the most unique and uncopiable aspect of individuals – their DNA!

This gave birth to our creative idea - Use individual’s DNA to personalize their Altima

We were targeting ‘Life Maximizers’ - Expat Arabs 28-35 years old in the pre and young-family stage. Psychographic research analysis revealed they are ambitious, goal-oriented, and eager to climb the ladder of progress professionally. They want to stand out and be recognized for the success and achievement they have achieved to this point in their life.

For them, the purchase of a new car is a symbol. It reflects their achievement and represents a level of comfort and luxury they’ve earned for themselves and their families. Their car is a mirror of them. They are also neophiliacs and always looking out for something new and different.

Insight: Life Maximizers’ car is a mean to promote self-image.

Strategy: Use innovation to make the car a literal extension of its driver.

We used people’s unique DNA to personalize the colour of their Altima in the most scientific way possible.

The genetic markers taken from people’s DNA formed the ‘Gene Color Map’: a chromatic grid that classifies all the available colours for Nissan Altima in the most extensive and most exclusive colour range ever used for a new car.

Videos on YouTube and Facebook explained the science behind the Nissan Bio-Color while promoting Altima as the most innovative and tech advanced mid-sized sedan.

People interested in test driving the new Nissan Altima had the option of taking a free DNA test at mini labs inside Nissan showrooms. Email notifications informed participants of their unique genetic colour. An interactive website explained the details of the colour selection by showcasing personalized data infographics. Afterwards, new customers could request their exclusive genetic colour and apply it to their new Nissan Altima.

• Leads Generated: 472 (90% higher than target). In addition to the surpassing the target by a huge margin, the leads were generated at a 18% lower Cost per Lead, with a Click-through ratio that was 86% higher than benchmarks.

(Source: Media Agency data)

The new Altima had 89% higher incremental sales than planned, the Bio-color experience having a significant contribution to that.

• Communications Objective: Increased perception (vs. 2018 results) of Altima as a vehicle that is/has:

o Advanced tech – 74 pts (+196% increase)

o Innovative – 77pts (+166% increase)

o Attractive styling – 74pts (+45% increase)

o Distinct Design – 69pts (+138% increase)

o Personality - 74pts (+48% increase)

(Source: Nissan brand tracking)

And while we weren’t expecting it, in the latest wave of 2019 brand tracking, Altima became the top emblematic model for Nissan, surpassing the beloved Nissan Patrol