Cannes Lions

THE DISLOYAL JERSEY

TBWA\INDIA, Mumbai / NISSAN / 2013

Overview

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Credits

Overview

Description

The IPL is a high decibel promotional event dominated by heavy hitting title sponsors who dominate the airwaves. The challenge for Nissan was to stand apart in this cacophony and communicate the offer.

Execution

Nissan distributed specially produced reversible team jerseys to the fans of rival teams outside stadiums on match days. And printed inside each jersey was a Nissan-sponsored team jersey. The message was simple: switch your loyalty, show your true colours for Nissan.

Outcome

Nissan distributed 10,000 jerseys outside the stadium on the day a Nissan-sponsored team was playing. It created a buzz and people flocked to Nissan showrooms to collect these ‘disloyal’ jerseys. Thousands tweeted about it and all of a sudden a jersey with a split personality had split a loyal fan base.

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