Nis­san scoops Sil­ver at the MENA Effie Awards

Kuwait Times - - BUSINESS -

DUBAI: At this year’s MENA Effie Awards, Nis­san Mid­dle East’s re­cent cam­paign around its part­ner­ship with the In­ter­na­tional Cricket Coun­cil (ICC), has landed the Ja­panese au­tomaker a sil­ver award in the ‘En­ter­tain­ment and Sports’ cat­e­gory, for its cam­paign, #Mo­mentsThatCount. Nis­san be­comes the first au­to­mo­tive brand in the re­gion to win an award in this cat­e­gory. The win­ning cam­paign, #Mo­mentsThatCount, was aimed at cre­at­ing aware­ness around Nis­san’s re­cent spon­sor­ship agree­ment with the In­ter­na­tional Cricket Coun­cil (ICC). Nis­san ex­e­cuted the cam­paign by tak­ing over a street cricket game and pro­vid­ing play­ers with an in­cred­i­ble and an un­ex­pected ex­pe­ri­ence that they will never for­get.

Nis­san sur­prised the play­ers hav­ing one of the great­est bowlers of all time, WasimAkram, to drop in on them unan­nounced and join in their game. To add more ex­cite­ment to the match, the com­pany set a pop-up cricket pitch, as well as pro­vided play­ers with world class kit, which in­cluded branded equip­ment and cloth­ing. The Nis­san match takeover en­gaged with fans glob­ally by tap­ping into the height­ened ex­cite­ment around ICC World Twenty20, own­ing mo­ments of crick­et­ing ex­cite­ment on and off the field.

Over­all opin­ion of Nis­san amongst Asians im­proved dra­mat­i­cally and the cam­paign was a great con­trib­u­tor to the sales growth among the tar­get au­di­ence. Com­ment­ing on this achieve­ment, Samir Cher­fan, Man­ag­ing Di­rec­tor at Nis­san Mid­dle East said, “The #Mo­ments That Count cam­paign had a tremen­dous im­pact on the com­mu­nity and showed how a small ges­ture of good­will among strangers can have a land­slide ef­fect on pub­lic opin­ion. We are ex­tremely proud that this has been rec­og­nized by the Effie Awards which is a trusted in­dex for the most com­pre­hen­sive global rank­ingsin mar­ket­ing ef­fec­tive­ness.”

Cricket is ex­tremely pop­u­lar in the Emirates with many res­i­dents tak­ing part in matches in car parks and other pub­lic spa­ces. No­body could an­tic­i­pate that one of the great­est bowlers of all time, WasimAkram, would drop in unan­nounced and join such a ca­sual pub­lic match.

The Nis­san team ar­rived in Pa­trol pick­ups loaded with high qual­ity equip­ment for the play­ers in­clud­ing flags, stumps, hel­mets, gloves, sweaters, kit bags, balls, and of course, the finest English Wil­low bats autographed by WasimAkram.

The equip­ment was given to the play­ers as gifts for them to en­joy for years to come. Nis­san be­came a global spon­sor of in­ter­na­tional cricket in Oc­to­ber 2015 when it an­nounced an eight-year deal with the In­ter­na­tional Cricket Coun­cil (ICC).

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