We introduced Camelpower to the world: The first ever unit to measure automotive performance in the desert.

Following the example set by Henry Watt, the inventor of horsepower, we developed our unit around a true desert beast and Middle Eastern icon, the camel.

Just as Horsepower (hp) was developed with land-based experiments using a horse as a benchmark, our sand-based experiments used a camel and followed a similar scientific approach to create a formula and value for Camelpower (dCP).

We worked with Nissan engineers and third parties to develop the formula and conducted field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs.

And there we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric every other car could be measured against.

This wasn’t approached purely as a campaign. We didn’t fake science, but worked along with third party engineers to create our formula and conduct our experiments sensibly and meticulously. And we vetted the entire process, experimentation and outcome with a governmental unit specialized in standardizing measurement units, Emirates Authority for Standardization & Metrology (ESMA). And that was just the due diligence.

To promote the concept, we had to promote the science behind it. An 11minute documentary shot by and aired on National Geographic brought the entire process to life, with formats created for social media, leading users to www.camelpower.ae, where people could learn more about the unit, the science, - and most importantly – Nissan’s SUVs.

Illustrations highlighted analogies between camels and our SUVs across the website and our showrooms.

Finally, following the announcement and film, talks were held at universities to promote the new unit and opportunities for future application.

Earned media: 2.8M USD

Positive sentiment: 93%

Average time spent on website: 12.2 minutes, 245% more than any other Nissan Car Launch average.

with a 14% lead generation to SUV Desert Lineup Tabs.

Camelpower posts reached an engagement rate of 3.87 (more than 2x our SUV competition rate during the campaign period)

“Nissan Desert Lineup” Search: +13% on search engines during campaign period

In only one month, Patrol sales increased 79% over the same period in 2016, and more than doubled over the average of the previous year.

Were 34% more likely to recommend Nissan’s SUVs to their friends/family.

Awareness

Total Reach (TV + Social) + 450M people

Social Reach: + 350M people

Total PR Impression in the GCC: +22M

Nissan Brand Affinity increased by 6%

Were 37% more likely to describe Nissan as an “innovative brand”

Were 26% more likely to think that Nissan made the best off-road SUVs.