The new Nissan Qashqai has been recognised as the centrepiece of this week’s most acclaimed global marketing campaign, owing to a visually striking launch.
The campaign, titled “Elevate Your Urban Drive,” features a trio of computer-generated videos showcasing the new Nissan Qashqai being suspended by drones and flying across various locations in the UK. It passes vertical parking bays, marked “reserved for Qashqai,” against the backdrop of iconic landmarks. The film culminates with the British-built vehicle being dramatically placed atop the historic 49-metre chimney at Truman Brewery in East London.
This digital campaign was further enhanced by the display of a larger-than-life Qashqai model on the 200-year-old landmark, drawing considerable public attention and generating widespread media coverage across the UK’s leading news outlets.
Fiona Mackay, Marketing Director at Nissan Motor (GB), remarked: “This campaign brilliantly showcases the excitement, design, and technology of the Qashqai, and we are absolutely thrilled by the global attention it has received.
“At Nissan, we are passionate about defying the ordinary, and this campaign brings the Qashqai to life in an unforgettable way. A huge thank you goes out to the entire team involved in this project – we have quite literally taken the Qashqai to new heights!”
The “Elevate Your Urban Drive” campaign also featured activations on Newcastle Quayside, not far from Nissan’s Sunderland plant where the Qashqai is manufactured. A prominent poster was placed on the iconic Baltic gallery to coincide with the Great North Run, celebrating the car’s regional heritage and the participation of over 300 Nissan employees in the half-marathon.
Further activations were rolled out to bring the campaign’s tagline to life, including an Instagram augmented reality (AR) filter and a social media influencer event highlighting British design icons. This event originated from Nissan’s design headquarters in Paddington, where all Qashqai models have been conceived since 2006.
The campaign, created in collaboration with TBWA\London, launched in the UK on 19 September and was named the world’s top campaign this week by AdForum, a respected authority in the global advertising industry.
