Patrol is a key brand and business driver for Nissan in the region, especially in the UAE. The current Patrol (Y62) was launched in 2010, but this campaign was built around the older version (Y61), which was originally launched in 1997 and which has not had any media support since 2007.

Y61 is lovingly referred to by Local Nationals as “VTEC” on social media, and thanks to its power, weight and transmission, it’s known for being the car that tows others out of trouble.

Sales within the SUV-F segment were declining, with sales very much limited to Local Nationals. The brief therefore was to protect these sales, whilst gaining share from an expat audience who were less impressed by Patrol’s heritage, but still very much interested in adventure in its broadest sense.

80% of conversation regarding adventurous living takes place on Instagram, so there was no better platform on which to broaden Patrol Super Safari’s appeal around the idea of limitless adventure.

We spent a day each with two of region’s biggest influencers. During each day, they created three Instagram Stories polls, which allowed their followers to choose between a variety of adventures. What happened next was in the hands of our influencers’ followers, an audience who aspired to live a life more adventurous. The influencers also created live stories and posts, while our own videographer collected assets to allow for the deployment of a full digital campaign, including a highlights film, social posts and banners.

The live posts drove organic engagement and built hype while the additional campaign assets allowed us to drive reach and conversions after the event, by re-targeting and broadcasting several recap films across multiple platforms via programmatic.

We spent a day each with Max of Arabia and Sherif Fayed, collaborating on the kinds of adventures their audience would most enjoy. During each day, the influencers created three Instagram polls, allowing for followers to choose between a variety of adventures, from rock climbing to Super Safari sandboarding. During each adventure, they also created live stories and posts. And our own videographer collected assets to allow for the deployment of a full digital campaign, including teasers, highlight films, social posts and banners that we pushed across all our social platforms as well as the influencers'.

The live posts drove organic engagement and built hype while the additional campaign assets allowed us to drive reach and conversions after the event, by re-targeting and broadcasting several recap films across multiple platforms via programmatic.