Cannes Lions

SHIFT_ CAMPAIGN

OMD GERMANY, Hamburg / NISSAN / 2005

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Overview

Entries

Credits

Overview

Execution

The Wok-World-Championship 2005 is a crazy race down a bob sleigh run in woks. Nissan developed the Nissan Racing Team with three weeks of editorial integration. A competition to accede the Nissan Wok was presented by the show's host. Content connected TV- and online advertising completed the activity around the event, to tap the full potential. Nissan was strongly present at the event by effectively branding the pit-lane, sponsoring the on-air sweepstake and placements of the Pathfinder SUV.

Outcome

The market share of the Wok-World-Championship reached 26,4% within the target group of adults aged 14-49 (broadcasters average is 11.9%), while the Nissan-Racing-Team had the highest audience peak with 37.3% - over 6 million viewers. The media value exceeded the invested budget six times. Image and sympathy values increased significantly.

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