Our media approach was to live up to our brand promise by using every medium innovatively. We created fresh new communications that stopped, surprised, and engaged young people across the region. Our brand campaign:

1. Used innovative messaging by selecting key models and state-of-the-art Nissan products.

2. Spoke the language of youth by focusing 70% of efforts on digital and the remainder on branding the region’s most innovative airport: Dubai International.

3. Engaged and excited youth with a series of rich media (we were the first automotive brand to transform YouTube’s masthead into an engaging game)

4. Engaged youth by bringing the GT Academy to the Middle East for the very first time.

5. Exceeded their expectations by taking down an existing billboard at Dubai airport and creating the world’s largest indoor illuminated advertising sign – breaking a Guinness World Record along the way.

During the first two weeks of GTA, engagement rate increased to 1.31%, becoming the number

one (Non-luxury) automotive brand in the ME in terms of engagement rate (source: Social-bakers)

? The engagement continued to increase, reaching 2.03%

? Until today, Nissan Middle-East Facebook page, is the leader between all automotive pages

(non-luxury).

? Upon airing it on the leading TV channel 'MBC Action' catered to youth, GTA generated 7% TV

rating (source IPSOS), making it one of the top programs for our target audience.