SOHEIL OLIAEI This book is a selection of the work developed in the past 3 years at TBWA\RAAD
It’s the outcome of the passion put in integrating strategy and design to make business ideas make more sense to cultures and consumers. All work shown is a collaboration of effort by the Nissan team (CDs, ADs, CWs, Studio, Planners and AM) at TBWA\RAAD Credit and thanks goes to all...
BREAD Bread is what you need to put on the table at each meeting. It’s the fundamental day to day brief that you receive from the client and the choices you have, to bake it with a dash of love for the consumer and a pinch of passion for the brand. In this section you will see the work that has been developed out of a ‘conventional client brief’ but we took it one step further.
NISSAN LCV Light Commercial Vehicles (LCV) is the most profitable business unit at Nissan Middle East. The majority of the sales are done through fleet and B2B deals. The client wanted to enhance the brand image of the Nissan Pickup and position the car as the ‘toughest car built by Nissan with the highest load capacity in its class’. There were series of communication done in the form of special operations as either inserts or ambient.
Ripper car print ad: The Nissan Pickup. The toughest car we’ve ever built. we told you it was tough. A print ad is taken out with the area around the car being perforated and glued to the following page. When the reader attempts to turn the page, they are forced to tear the car from the first page, so that it remains on the second page.
Car park ambient: The New Nissan Pickup. Carries more than ever. Decals that appear to be crushed concrete parking spots. The effect highlights the load carrying capacity of the Nissan Pickup.
Pushed print ad - Our toughest car ever. Tracks print ad - Tough enough to take you anywhere. Load carry print ad - Now it can carry more than ever. Series of special operations in key B2B publications.
NISSAN NAVARA Nissan Navara (aka Frontier Navara) was a new launch for the region in 2008 (GCC - Gulf). The key market was Saudi Arabia. The car was targeted to young Saudis who want a mix between a Pickup and an SUV. The car is a symbol of prestige and achievement for these young Arabs. The communciation umbrella was “Be proud of what you drive�.
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The Engagement: As part of the Arab culture, in any engagement ceremony the father of the girl asks questions about the achievements and status of the groom to-be. In this TVC we open to a Saudi engagement gathering where the father is asking the goorm to-be what he wants to see in him as the future husband, i.e. responsible person that can carry the load of life and etc.. and the groom to-be keeps on answering with a feature from the car i.e horse power, load capacity and etc. The father figures out that he drives a Navara and hence gives him his blessing on the marriage. The super reads: “Be proud of what you drive”
The valet service: We open to a hotel valet guy who is asked to bring a car for a Saudi family. As he sits in the car (Navara) he gets fascinated with the interior touch and the features. While driving back, he feels as if he is driving his dream car dancing to the music and doing moves - he brings the car back and thanks the owner for letting him drive the car (as if it was a great favor). The super reads: “Be proud of what you drive”
The racer: We open to a racer getting into the car (Navara) and driving from the city to the desert. We see some dune bashing and drifting in the desert and then back again on the road. We cut to the car parked and the racer unzipping the gear and then fixing his Ghutra (Arabic head dress). He gets out of the car with the normal Saudi dress and runs to work. The super reads: “Take pride in what you drive”
NISSAN PATHFINDER The new Nissan Pathfinder was packed with features. From iPod connectivity and Bose audio system to navigation and control safety features. The brief was to communicate all the add-ons in an entertaining way.
‘Except for some extraordinary feature in the car, we have everything else covered’. The creative grabbed the attention on features that you will never see in any car (or wouldn’t make sense to have) and then we introduced all the amenities that are added in the new Nissan Pathfinder.
NISSAN PATHFINDER More adventure. More Pathfinder The Nissan Pathfinder 2007 was positioned for young expat families who are adventure seekers. Outdoor activities, beach, desert camping, water sports, and weekend cross-country drives were all the activities that they wanted to do with the car. Client asked to highlight the ‘fun and adventurous’ factor of having the car and how it would be a perfect fit for ‘everything you ever wanted’.
We placed this interactive “real-life” mega billboard in main highways of each major city in the region. The idea was ‘more adventure, more Pathfinder’.
NATURALLY CAPABLE This campaign was one of the most awarded campaigns of Nissan Europe. Naturally Capable was a 4x4 lineup campaign which the client wanted the usual ‘adaptation of global assets’. The challenge was that the ME lineup had 8 SUVs and the assets covered only 5. We had to come up with 3 other creatures matching the DNA and positioning of the car in the region and taking it on to a full 360 campaign.
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This campaign was well received by the audience specially online. A microsite was created www.shift-capabilities.com In only 28 days we managed to do the below: - More than 1500 GRPs across more than 11 channels - Average frequency of 35 spots per day - More than 1200 spots per day - More than 1100 successful test drives (through micro site ONL Y ) - Announced as Campaign of the Month by Maktoob.com - More than 6.5M impressions - Almost 1M Unique Imprs. – Indst. Avg = 500K - More than 100 brochures requested - More than 17000 clicks on micro site – Indst. Avg. = 10,000 - 13% Conversion rate of clicks - Indst. Avg. = 10-11%
BUTTER Butter is that feeling of satisfaction that you get after a nice heavy breakfast on a sunny Sunday morning. It’s the appetiteopener for the client ‘s meal. It’s something that we serve with bread to show how far we have pushed the brief. In this section you will see the work that has an extra creative twist. Something that brings me back to that good old Sunday morning breakfast...and my big appetite.
Get it! it’ss about MTV truly understanding the audience. We understood you.We get how you think and we know you get MTV’s unique offering. Using locally relevant and human insights, this campaign... GETS IT!
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CRUSHED CARTS The 2008 Nissan Pathfinder has a new rear view camera feature and the client wanted a press ad to publicize it. We convinced Nissan that a demonstration would be more impactful. Usually shopping carts are left randomly in parking los and often get dented by SUVs. To dramatize what can happen in the absence of a rear view camera, we strategically placed crushed shopping carts in mall marking lots across the city. People who saw it were intrigued and came closer to read the message. Radio DJs talked about it on air and it was covered in the local press. While its impact really can’t be measured, Nissan reported a significant increase in Pathfinder inquiries.
Bronze winner @ Dubai Lynx 2008 – Outdoor/Ambient – Nissan Pathfinder
CRUSHED BICYCLES The 2008 Nissan Pathfinder has a new rear view camera feature and the client wanted a press ad to publicize it. We convinced Nissan that a demonstration would be more impactful. Usually bicycles are parked at the edges of parking spots in Dubai. So we placed crushed bicycles in such locations all over the city, to show what happens in the absence of a rear view camera. People who saw it were intrigued and came closer to read the message. Radio DJs talked about it on air and it was covered in the local press. While its impact really can’t be measured, Nissan reported a significant increase in Pathfinder inquiries.
Bronze winner @ Dubai Lynx 2008 – Outdoor/Ambient – Nissan Pathfinder
DVD PLAYER The 2008 Nissan Armada has a new 9 inch DVD player and the client wanted a press ad to publicize it. We convinced Nissan that a press ad will not do justice to this new feature - since the DVD player is the biggest in its class of car and plus the features mean a lot to the audience (Saudi families) during the long drives. So we created a 30 sec TV spot which also featured the rest of the 2008 amenities of the Nissan Armada.
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JAM Jam is that thick mixture of sweetness. It’s the perfect combination of great ideas that still have a hard sell on products. It’s the sweetness of knowing your communication not only serves it’s purpose but has actually become entertaining to consumers. In this section you will see the work that does just that, leaving consumers with that sweet after-taste.
The Nissan Pathfinder interior has 7 seats and 64 different seating positions. It’s one of the most flexible cars around. Client wanted to highlight this in a way where users can experience the flexibility themselves. To demonstrate the flexibility of the Pathfinder, we created a microsite: www.whatisyourfavouriteposition.com (which later become www.64positions.com). On the site was PATHFINDER VS. RUBBERBOY, where the world’s most flexible man, Rubberboy, challenges the Pathfinder to a flexibility duel.
2 Bronze winner @ Dubai Lynx 2008 – Interactive/Digital – Nissan Pathfinder (whatisyourfavouriteposition.com)
XTERRA CAKE THE TALL ODER was to appeal to Western expats who enjoy weekend drives. Showroom posters should communicate Off-road capabilities while being pre-empted by brochures, salesmen and vehicle itself. THE SECRET RECIPE - Image assets didn’t bring out its soul of adventure. Concept showed how Xterra makes even the toughest terrain look as easy as a piece of cake. Terrain designs were inspired by Xterra colors: White Avalanche, Desert Stone. Terrain were crafted with icing. cream, chocolate chunks. Earth layers of oil, rocks and mud were made using chocolate, nuts and biscuits. The baker is now in rehab. Sales are down globally but test-drives have risen by 12%.Xterra is Nissan’s best-selling 4WD. Client has commissioned life-size models for showroom displays. BON APPETIT!
Global Recognition so far: Merit – Poster - One Show Design Awards - Nissan Xterra – 2009 Finalist - Outdoor - Dubai Lynx Awards - Nissan Xterra - 2009 Finalist - Print - New York Festivals Awards - Nissan Xterra - 2009 Finalist - Outdoor - New York Festivals Awards - Nissan Xterra - 2009 Finalist - Print – Clio Awards - Nissan Xterra – 2009 Finalist - Outdoor – Cannes Lions Awards - Nissan Xterra - 2009 In-book – Luerzer’s Archive - Nissan Xterra - 2009 The Work (International) – Campaign UK - Nissan Xterra - 2009 The Work (Regional) – Campaign ME - Nissan Xterra – 2009
CUPCAKES Cupcakes... it doesn’t get better than this. Every (m)Ad man wants to ‘change the world’ with his ideas. Most of the time we end up just going along with the flow and doing the ordinary. This section is yet to be filled with that ‘change the world’ work.
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SOHEIL OLIAEI soheil.oliaei@gmail.com | DonSoleil - Skype | @DonSoleil | Soheil Oliaei @ LinkedIn | +1 (630) 352 1146 - Chicago, IL | +97150 544 7136 - Dubai, UAE