Arabian Automobile’s campaign for Ramadan 2015.
Nissan’s objective was to increase test drives during Ramadan, as it is the most competitive time of the year. This required a creative way to attract drivers to test out the car and what better way than to do it while waiting at their Iftar event.
We created Car-aoke. A first-of-its-kind activation where the car auto-played the driver’s favourite song on ignition. We placed a camera inside the car and shared the test drives online. Fans got to vote for their favourite video on a Facebook application on the Arabian Automobiles Nissan Facebook page.
SOCIAL MEDIA RESULTS:
• Unique reach of over 500% and interactions in excess of 300% on Facebook compared to last year’s Ramadan period.
• Engagement rate exceeded regional benchmark by four times.
• Car-aoke videos received more than 240,000 views across Facebook, YouTube and our driver’s networks.
• 85% increase in test drives compared to last year.