-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.

We managed to reach a broad target through a ‘new branded sport content’ of golf. As a result, we successfully demonstrated the X-Trail Hybrid’s fuel efficiency and changed previously held perceptions.

[PERCEPTION CHANGE]

Pre vs Post Campaign (from May 2015 to September 2015)X-TRAIL’s fuel efficiency image improved by 10.4pt

Pre vs Post Campaign (from May 2015 to September 2015) X-TRAIL’s purchase intention increased by 6%

[GAINED PR]

? Over 20 Japanese and Overseas TV stations picked up the event as sports news

? Approx 450 Japanese and Overseas print and online media featured the news

? Gained \130million worth of PR exposure

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[SALES]

?after the campaign, increase sales by 163% (from 4,248 on May 2015 to 6,944 on September 2015)

[TOURNAMENT]

?The Official Association has been set up.

?Total Traveling: 1,934km / Total hole yards: 6,013 yards / Winners score:+103