SUV = Gas Guzzler?

90% of general drivers in Japan believe SUV is a Gas Guzzler and thus they are not suitable for a long-distance driving. It was in such a market that Nissan launched its SUV X-Trail Hybrid. Our mission was to demonstrate its run-through performance on all road conditions and its Hybrid engine’s fuel efficiency to dispel the old ‘SUV= Gas Guzzler’ perception.

The world’s longest and toughest golf tournament proves Nissan’s X-Trail Hybrid’s performance.

We hosted the XTREME GOLF CUP, the world’s longest and toughest golf tournament with 18 holes spread across Japan. The players used the X-Trail Hybrid as golf carts while playing golf in all sorts of extreme environments such as deserts, cliffs, and dense forests. The utterly unimaginable sport tournament demonstrated and conveyed the unique product benefits of the X-Trail Hybrid.

1. Announcement of the golf tournament/Website

We first involved the management group of a regular golf tournament to establish official rules for this new sport. Based on these rules, we created and released a concept movie on our specially created website. We advertised for participants of the event.

2. Selection of participants

From among over 3,000 applicants, we held tryout sessions to select the final participants. The selection criteria were: advanced golf skills as well as mental and physical toughness to drive through the off-roads.

3. XTREME GOLF CUP nation-wide broadcasting

The tournament took place over 4 days, completing 18 holes located across the Japanese archipelago. Scenes of the tournament were broadcasted nationwide on specialized golf channels, and was reported real time on twitter.

4. Documentary film

Finally a full-length documentary of the golf tournament was released online which amplified online together with various PR activities around it.