“With all its class-leading features; the Nissan Patrol proved that it is the SUV that can overcome any challenge - even the ones set by you!”

We initiated the ‘Patrol Challenge’ in three phases to showcase the customer relevant communication about Patrol’s benefits proving that it is the class leading SUV. Phase 1 campaign, titled “Benefits not features”, was launched on Pan Arab media clearly highlighting the benefits of the Patrol rather than just talking about features. Phase 2, “Challenge us” asked people to cast their ideas of a physical challenge against the Patrol and vote for the toughest one. After the votes were cast, it was time to “walk the talk”. Patrol did not only accept the challenge, but broke a Guinness World record by pulling the heaviest commercial plane and broadcasted the pull for the public to see in phase 3 of the Pan Arab campaign.

• Achieved an increase in Sales by 121%

(Source: Nissan Middle East Sales Data 2012-2013

• Enhance by increasing YOY sales ration of SE (lower grade) vs LE (High-end grade) from 40%-60% in FY12 to 60%-40% in FY13 (Source: Nissan Middle East Sales Data 2012-2013)

• Achieve an increase in market share by 33.33%

(Source: Nissan Middle East Sales Data 2012-2013)

• 600,000 interactions with the app showed that the passive public was engaged enough to become brand advocates.